ABSTRACT
This chapter aims to provide some appreciation for the marketing activities of Big Pharma using the classic “Four P’s” framework. The “Four P’s” are defined as follows: Product, Place, Price, and Promotion. Discussion of marketing may be done from the perspective that marketing is a process by which markets are actualized. One of the most desirable developments in the pharmaceutical industry has been the increased role played by the marketing department in the development of the right product. Any firm that wishes adequately to serve its market would therefore strive to direct marketing activities, so the right product is sold, in the right quantity, at the right place, at the right price, at the right time. The marketing of many clinical pharmaceutical services and programs is as much a part of pharmaceutical marketing as is the marketing of Drug products. In other words, pharmaceutical marketing is not synonymous with, and is significantly broader than, the marketing of pharmaceuticals.
