Keeping in step: measuring the effect of promotional investments ensures strategies stay in line with the market

Graham Leask

Research output: Contribution to journalArticle

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 languageEnglish
Pages (from-to)47-48
Number of pages2
JournalPharmaceutical Marketing
Publication statusPublished - Jan 2009

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