Healthy Skepticism Library item: 16293

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Singer J
Systems marketing: a new operating model for pharmaceutical marketing
Journal of Consumer Behaviour 2005 Dec 2; 4:(6):480 - 495
http://www3.interscience.wiley.com/journal/112164025/abstract

Abstract:

This paper introduces a new model for marketing based on systems design. Adaptive tactical systems are featured as a novel commercial approach that enables ROI to be measured holistically, and serves as a comprehensive strategy for progressive integration, accommodating new marketing components, on-demand technologies, and business ideas as they emerge and are added to the same containing whole. Initially applied to the pharmaceutical industry, the paper details the design and evolution of a brand module, a tactical system focused specifically on harvesting top-line sales from primary care brands in a middle market of the United States. Copyright © 2005 John Wiley & Sons, Ltd.

Keywords:
Systems design • adaptive tactical systems • progressive integration