Stros, MichaelŘíha, DavidLim, Leng Khim (Lynn)Říhová, ElenaLöster, TomášPavelka, Tomáš2024-04-232024-04-232019978-80-87990-18-6https://doi.org/10.18267/pr.2019.los.186.145https://irf.fhnw.ch/handle/11654/42416In pharmaceutical marketing, conception of a strategy for a new product market launch is an everyday practice, but one that is crucial for success. The aim of this paper is to provide an overview of the most relevant marketing strategies and personal sales techniques. Over time, numerous successful strategies and measures have been established for strategic and operational management of the pharmaceutical industry. Determination of the most effective mix of strategies and measures, combined with the right timing, is a prerequisite for achieving maximized sales of pharmaceutical products. In addition, a high level of market penetration should be sought at an early stage of a market launch.en330 - Wirtschaft04B - Beitrag Konferenzschrift1447–1458