Come Across: Newsletter - Marketing Mix Optimisation
How to cut spending by 10% while maintaining market share Optimisation of the marketing mix is one of the key priorities in pharma today. In this case, a marketer in a top-10 pharmaceutical company was facing a sudden 10% budget cut. The challenge was to know which channels could be reduced (or even stopped) and which should be strengthened -- without losing market share. A unique, proven, and cost-effective on-line research methodology was put in place to address this increasingly common business issue.
