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The benchmarks developed by this assessment are prepared to aid marketing organizations with direction for strategic and tactical marketing activities to support their product portfolios in optimizing growth and profitability rates. The Study engaged more than 60 Marketing leaders in the field research, probing critical marketing productivity factors.
Among the questions that this research addressed are the following:
Sixty marketing executives representing either full-company or unique business unit perspectives participated in the field research representing forty-five bio-pharmaceutical, medical device and generic companies.
Marketing Improvement Opportunities Reside Along Four Fronts & Opportunity Type Varies Across Different Business Units: