HCBE Faculty Articles

Title

Pharmaceutical Product Management in 1990: Will There Be Any Changes?

Document Type

Article

Date

1985

Publication Title

European Journal of Marketing

ISSN or ISBN

0309-0566

Volume

19

Issue

7

First Page

5

Last Page

10

Description

Reports on an investigation into the future of the product management concept in the South African pharmaceutical market, using South Africa as a representative microcosm of other international markets. Presents the findings of a survey carried out among marketing personnel. Predicts that the product manager of 1990 will perform the following roles: information‐providing; co‐ordinating; and boundary spanning. Suggests further that such product managers will not exercise line authority over critical product decisions.

DOI

10.1108/EUM0000000004727

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