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Summary
Marketing should and must give measurable return on investment (ROI) from marketing activities. This is not only possible but absolutely crucial in the current climate of decreasing margins and increased competition. However, if pushed, very few Pharmaceutical marketers could accurately predict that if they continue doing what they have planned in their operations plan, whether their market share will increase or decrease and by what amount.
If they did predict direction accurately they would be hard pressed to really know which elements of their marketing mix (e.g. sales force, journal advertising, opinion leader programs, direct mail, e-Business activities, etc) were directly contributing and by how much and which aspects of their current program were, in fact, contributing to impact in market share.
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