Subject category:
Marketing
Published by:
Ivey Publishing
Version: 1999-01-11
Length: 3 pages
Abstract
The rapidly changing environment of the pharmaceutical industry has lead to the acceleration of a rift between marketing and sales in a pharmaceutical firm, and to a stronger need to tightly integrate these two functions. The case is a vehicle to initiate discussion around potential structural, systems, and informal approaches to building bridges between marketing and sales.
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Abstract
The rapidly changing environment of the pharmaceutical industry has lead to the acceleration of a rift between marketing and sales in a pharmaceutical firm, and to a stronger need to tightly integrate these two functions. The case is a vehicle to initiate discussion around potential structural, systems, and informal approaches to building bridges between marketing and sales.