Where have all the Scientists Gone?

March 2011
Pharmaceutical Executive;Mar2011, Vol. 31 Issue 3, p16
Trade Publication
The article presents the view of the author on the Mechanism of Action (MOA) concept of marketing in the pharmaceutical industry in the U.S. According to the author, the MOA can be generated to support scientific approach in pharmaceutical marketing. The author also mentions that the MOA can take estimation out of budget planning, marketing program design, and control lost revenue.


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