The Extent to Which the Strategic Spectrum is Employed in the Marketing of pharmaceutical products, an exploratory study in a number of drug stores and medical supplies in the city of Mosul

Abstract

The objective of the research was to determine the extent to which the strategic spectrum is employed in the pharmaceutical industries marketing outlets. The warehouses of medicines and medical supplies operating in the city of Mosul were a research field through which data were collected and obtained from the research sample, who numbered (33) individuals working in the researched drug stores. The questionnaire was then used as a main tool for collecting the required data from the research sample, and based on a set of statistical methods, the data were analyzed and hypotheses tested, using the statistical software (SPSS). The competition taking place among them, and the research presented a set of proposals, the first of which is the necessity of making the strategic spectrum an entry point and an approach in diversifying business models that the researched assets can adopt in their quest to develop their position in the market.