April, 2004 SMM-008
Making marketing happen: How great medical companies make strategic marketing planning work for them
This is the third in a trilogy of papers reporting a five-year research project into marketing strategy making in medical markets. Following on from the first and second papers, this paper presents an empirically derived process for creating strong marketing strategy in medical markets that involves the replacement of a traditional rational planning process with a hybrid process adapted to organisational culture and market environment. These findings are of practical use to marketers in medical industry sectors.