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The role of promotion policies in marketing the Jordanian therapeutic products (a field study of Jordanian therapeutic companies)

Author:

Dr. Hisham Ali Shatnawi, Dr. Hamdi Barkat and Dr. Shaker Al Haj

Subject Area:

Social Sciences and Humanities

Abstract:

This research can be summarized as follows: This study clarifies the theoretic bases that medicinal promotion is based on as well as the specific quality of this product, and unveiling the most important affecting elements of promotions to choose the mixture of drug promotion, which might help to follow a right and beneficial promotion policy to market the Jordanian therapeutic products. It introduces the promotion activity in the Jordanian drug firms and identifies the most important elements and promotion procedures in order to inspect all the obstacles that prevent following the suitable promotion policy. It also compares what does exist with what should be existed, so as to extract the results and give some suggestions which can activate the promotion spirit in marketing the Jordanian therapeutic products.

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