AN EVALUATION OF MARKETING TECHNIQUES USED BY PHARMACEUTICAL ORGANISATIONS IN NIGERIA: A CASE STUDY OF ROCHE NIGERIA LIMITED

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AN EVALUATION OF MARKETING TECHNIQUES USED BY PHARMACEUTICAL ORGANISATIONS IN NIGERIA: A CASE STUDY OF ROCHE NIGERIA LIMITED

ABSTRACT

In a bid to survive and flourish, most firms generally tend to employ marketing mix strategies

which embraces important issues such as techniques to be employed and applied, that will suit their

operating environment and result in achievement of overall organisational goals.

Techniques as has been discovered in the study are complex and complicated. More often than not,

they are misused, mainly due to poor understanding of the intricacies of these techniques.

This study was conducted to critically evaluate the effectiveness of the use of marketing techniques

and its impact or importance in the overall marketing effort of the pharmaceutical company, Roche.

It also shows a significant relationship between the marketing techniques and other aspects of the

marketing paraphernalia as well as relationships with other aspects of the organisation, i.e.

production, finance and personnel.

This study tries to find a place for marketing techniques in the pharmaceutical company, Roche

Nigeria Plc, so that operations can be improved and effectiveness enhanced.

If the Roche Nigeria Ltd is to survive and flourish amidst strong competition then it should embark

on periodic review and/or examination of the marketing techniques to ascertain if they still suit their

operating environment.

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