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Marketing Policies, Promotion and Communication on Pharmaceutical Market in Romania and European Union

Author

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  • Sãlãgean Liana – Ramona

    (Faculty of Economic Studies „George Bariþiu” University Braºov, Romania)

Abstract

The research – based pharmaceutical industry can play a critical role in restoring Europe to growth. In 2011 it invested an estimated 27,500 million in R&D in Europe. It directly employs 660,000 people and generates three to four times more employment indirectly – upstream and downstream – than it does directly. However, the sector faces real challenges. Besides the additional regulatory hurdles and escalating R&D costs, the sector has been severely hit by the impact of the tax austerity measures introduced by governments across much of Europe in 2010 and in 2011.

Suggested Citation

  • Sãlãgean Liana – Ramona, 2013. "Marketing Policies, Promotion and Communication on Pharmaceutical Market in Romania and European Union," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 984-988, May.
    • Handle: RePEc:ovi:oviste:v:xii:y:2012:i:1:p:984-988
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    More about this item

    Keywords

    marketing; pharmaceutical industry; public healthcare system; profitability; generic products.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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