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Pharmaceutical Market(ing): Theory and Reality


  • Stevan Vasiljev

    () (University of Novi Sad)

  • Darko Pantelic

    () (University of Novi Sad)


The pharmaceutical market represents one of the most dynamic and controversial markets. Its specific features are rooted in the specific nature of its products and in the complex interests of the main constituents of market demand. Finding ways to improve marketing practice in the pharmaceutical sector lie in understanding marketing theory and best practice logic and comparing it with on-going everyday practice. Sensitive circumstances of using pharmaceuticals, their potential for abuse and harm, as well as a high level of public scrutiny make pharmaceuticals one of the most challenging practices.

Suggested Citation

  • Stevan Vasiljev & Darko Pantelic, 2010. "Pharmaceutical Market(ing): Theory and Reality," Theory Methodology Practice (TMP), Faculty of Economics, University of Miskolc, vol. 6(02), pages 85-91.
  • Handle: RePEc:mic:tmpjrn:v:6:y:2010:i:02:p:85-91

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    pharmaceutical marketing marketing customers market analysis market trends;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • I19 - Health, Education, and Welfare - - Health - - - Other


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