Pharmaceutical Marketing Strategies in Nigeria

Abstract

Modern Marketing, no matter where practiced is basically the same. It is based on the concept that people spend their money not for goods and services, but to get value satisfactions they believe are bestowed by what they are buying. In other words, marketing entails the identification of consumer/customer needs and tailoring one’s product or service to satisfy them. Pharmaceutical Marketing in general embraces the marketing of all pharmaceutical products which we can broadly divide into two groups, viz. the Ethical products and the ‘over the counter’ products. The marketing strate-gies of these two groups are basically the same with slight differences in approach in certain aspects.