Specific features of pharmaceuticals marketing mix

Abstract The four marketing mix instruments – product, pricing, placement, i.e. marketing channels and promotion – are some of the most familiar marketing concepts. Marketing mix has survived, in its given form, both in academic circles and as a practical guide to design an offer on a specific market. Although the academic discourse is not over (which, actually, should never happen), the traditional marketing mix concept will be used here in an attempt to point at how the specific features of pharmaceutical market, and the specific features of the product itself (primarily bearing in mind ethical drugs) reflects on the conventional marketing practices.