Preface
The essence of strategy is choosing what not to do.
Porter
Welcome to the second book in a series on marketing in life sciences.
In this volume, we will be going over the basics of marketing strategy. While the first tome presented different techniques on how to gather and analyze data, it was more akin to a marketing toolbox. This book goes a step further, as the objective is to share perspectives and frameworks, from classics to cutting-edge ideas relative to marketing strategy for life sciences.
For many companies in life sciences, marketing does not take an important role in their business strategy. For some, it is not part of their business model, as it is not their intention to interact with consumers, expecting the company to ...
Get The Handbook of Marketing Strategy for Life Science Companies now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
