The Handbook of Marketing Strategy for Life Science Companies

Chapter 4Developing a Marketing Strategy

Developing a marketing strategy is an extensive venture, so we will be dividing it into multiple sections. Section 4.1 will deal on topics relevant to your marketing strategy vision. This will be followed by a short discussion (Section 4.2) on traditional company marketing models, and which one is the most relevant for you. As such, you will be connecting the information you gathered in Chapter 3 with the type of company you wish to plan for. Sections 4.3 and 4.4 will delve into the more practical applications of marketing strategy and describe fundamentals such as the pricing strategy distribution strategy, and promotional strategy. Finally, due to its importance, we conclude with a distinct section ...