Marketing of the life sciences: a new framework and research agenda for a nascent field

Authors :: Stremersch, Stefan
Van Dyck, Walter
Source :: Journal of Marketing. July, 2009, Vol. 73 Issue 4, p4, 27 p.
Publication Year :: 2009
Abstract: A study was conducted to show that the requirement for industry-specific knowledge development applies to the life science industry. Marketers within the industry face challenges along decision areas in therapy creation, therapy launch, and therapy promotion. It is concluded that marketing of the life sciences offers a fertile area for further research.

Subjects :: Biotechnology industry -- Marketing
Pharmaceutical industry -- Marketing
Company marketing practices
Advertising, marketing and public relations
Business

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