Marketing: An Introduction, Student Value Edition Plus MyMarketingLab with Pearson eText -- Access Card Package (13th Edition)
13th Edition
ISBN: 9780134421902
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 13, Problem 13.11MA
Summary Introduction
Case summary:
Industry P is innovating at a dizzying pace, however, it is getting much difficult for the sales representatives of pharmaceutical to reach the doctors to be informed them about the improved or new products. A choice is to host the educational seminars. However, numerous educational seminars are held at Restaurant L that are underwritten by the pharmaceutical firms.
Few critics’ paves way saying that it is the marketing scripted by the company and the speaker is mainly a “paid parrot” for selling the drugs for the firm.
Characters in given case:
Industry P
To discuss: Whether the option taken by Industry P is correct and provide few suggestions on other alternatives to inform them regarding the advantages of the firm’s product.
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Marketing: An Introduction, Student Value Edition Plus MyMarketingLab with Pearson eText -- Access Card Package (13th Edition)
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