ABSTRACT
Pharmaceutical companies, like other commercial entities, depend almost exclusively on product sales in order to generate revenue and maintain a healthy profit margin. That the goods being proffered happen to be medicines and other biological agents as opposed to automobiles, appliances, or soft drinks does not mitigate the need for a drug company to promote and manage customer awareness and relationships, establish name brand recognition, develop and employ a solid marketing plan, monitor the competitive environment, and generally position itself and its products in the most positive light.
