Market Assessment and Forecasting

An essential element of any brand management strategy is the ability to develop accurate forecasts – projecting product potential and anticipating market conditions.  In the early stages of a product's lifecycle, for example, customers want to know what disease treatment patterns are, and how they're impacting market size.  Later in the lifecycle, it's important to project the rate and degree of the product’s decline – for example, how and when will generic erosion affect the product?

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