The objective of the study was to report on an investigation into the future of the product management concept in the Bangladesh pharmaceutical market, using the top companies as a representative microcosm of the entire Bangladesh pharmaceutical market. This study presents the findings of a survey carried out among the strategic plan data’s of marketing personnel from top pharmaceutical companies of Bangladesh. More than 12% promotional expenditure was associated with significantly less sales growth than equal to or less than 12% promotional expenditure. Hence, promotional expenditure showed a significant effect on sales growth. Customer-based product positioning was associated with significantly more sales growth than disease-based product positioning.
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