Marketing decision support systems for strategy building.
Brand teams charged with the commercialization of pharmaceutical products in the pipeline operate in an uncertain environment. Market, customer and competitive interrelationships undergo changes, often in ways that are unpredictable with conventional research practices. This article describes a framework whereby such uncertainty can be managed more effectively in the context of ongoing business needs.
Rao
S K
SK
ZS Associates, Princeton, N.J., USA.
D000067:Accounts Payable and Receivable; D003660:Decision Support Systems, Management; D016527:Drug Costs; D004345:Drug Industry / Q000191:economics / Q000458:organization & administration*; D004465:Economic Competition; D008389:Marketing of Health Services / Q000379:methods*; D011357:Product Line Management / Q000379:methods*; D013269:Stochastic Processes; D014481:United States