Abstract
It is an old adage that "you cannot manage what you cannot measure", yet pharmaceutical managers annually commit 30 per cent of turnover to the promotion of their products without measuring the effect of their investment. This unsatisfactory state of affairs has persisted for over 20 years and, judging by comments at the recent Sales Force Effectiveness conference, seems set to continue.
| Original language | English |
|---|---|
| Pages (from-to) | 47-48 |
| Number of pages | 2 |
| Journal | Pharmaceutical Marketing |
| Publication status | Published - Jan 2009 |