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Pharmaceutical industry in strategic development
Kesič, Dragan, 1956-
World pharmaceutical industry has been changing profoundly as it has been steadily concentrating and consolidating in the last decade. According to our survey, we may underline the intensive ...marketing management represents an extremely important operational and even strategic function for proper business performance and long-term strategic orientation for the world pharmaceutical companies. We may even conclude that intensive consolidation of world pharmaceutical industry is a market driven and conditioned by strategic marketing management issues. We may estimate that marketing management is to play even more important and especially the highest top priority strategic role in the future globalization and consolidation processes of world pharmaceutical industry.
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