February, 2010    SMM-058

Seven Deadly Sins of Marketing Excellence

Marketing excellence programmes have become ubiquitous. Although going under different names, the urge to improve marketing capabilities has seized most pharmaceutical companies. This is predictable as the industry matures and it becomes harder to differentiate technologically; competitive advantage in future must flow from the ability to segment, position and deliver extended value propositions. Yet if one examines the results of this up-skilling frenzy, the results are disappointing.