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Product life cycle as a determinant of sales activities in the pharmaceutical market (Cykl zycia produktu jako determinanta dzialan sprzedazowych na rynku farmaceutycznym)

Author

Listed:
  • Monika Skorek

    (Katedra Marketingu, Wydzial Zarzadzania Uniwersytetu Warszawskiego)

  • Katarzyna Dziewanowska

    (Katedra Marketingu, Wydzial Zarzadzania Uniwersytetu Warszawskiego)

  • Miko³aj Dulny

    (Starszy Menedzer Produktu, firma BIOTON S.A.)

Abstract

The article consists of two parts. The first part presents the theoretical background for the concept of product life cycle (PLC), along with its particular phases, marketing and sales activities applicable in each phase. In the second, empirical part of the article the Polish pharmaceutical market is characterized and two market-based examples are presented. They serve to illustrate companies' activities during maturity phase of PLC, such as product modification, which leads to obtaining competitive advantage and pursuing higher sales levels. The aim of this article is to present the ways in which pharmaceutical companies adapt their marketing and sales strategies to changes undergoing on the market during the most challenging maturity phase.

Suggested Citation

  • Monika Skorek & Katarzyna Dziewanowska & Miko³aj Dulny, 2012. "Product life cycle as a determinant of sales activities in the pharmaceutical market (Cykl zycia produktu jako determinanta dzialan sprzedazowych na rynku farmaceutycznym)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 10(35), pages 98-118.
    • Handle: RePEc:sgm:pzwzuw:v:10:i:35:y:2012:p:98-118
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