Correspondence: Brian Smith, Pragmedic Limited, 6 Whetstone Close, Welwyn, Hertfordshire AL6 0QW UK. Tel: +44 (0)1438 712441; Fax: 44 (0) 1438 712442; e-mail: brian.smith@pragmedic.com Web: www.pragmedic.com

¹is a research fellow at Cranfield and Birmingham business schools. He also runs PragMedic, a specialist consultancy helping companies in medical markets create strong strategies. He is author of two books; Making Marketing Happen and Marketing Due Diligence, as well as numerous papers and articles in this field. His research into marketing excellence in the pharmaceutical industry can be found at www.pragmedic.com.

Abstract

The maturation of markets such as pharmaceuticals, medical devices and diagnostics means that superior strategic marketing skills are now a necessary precondition for competitive advantage in those markets. This paper uses extensive prior research and original empirical work to characterise 'Marketing Excellence' and the organisational conditions that are the precursors to achieving it.