February, 2010    SMM-056

Through a Glass Darkly

Human beings can only have an imperfect view of the world. As pharmaceutical marketers, this is most obvious when we try to understand the way our business environment is changing. By the time things are clear and obvious, it is too late. This article in Pharmaceutical Marketing’s Research Roundup series highlights how early indications of where the market is heading and how companies learn and react are especially valuable.