本教材將分成五個(gè)模塊，十一個(gè)項(xiàng)目進(jìn)行闡述。教材的編寫(xiě)的主要結(jié)構(gòu)是：模塊一認(rèn)識(shí)醫(yī)藥市場(chǎng)營(yíng)銷(xiāo)，樹(shù)立營(yíng)銷(xiāo)思想，包涵項(xiàng)目一醫(yī)藥市場(chǎng)營(yíng)銷(xiāo)、項(xiàng)目二醫(yī)藥市場(chǎng)營(yíng)銷(xiāo)倫理；模塊二分析醫(yī)藥營(yíng)銷(xiāo)環(huán)境，尋找市場(chǎng)機(jī)會(huì)，包涵項(xiàng)目三醫(yī)藥市場(chǎng)營(yíng)銷(xiāo)環(huán)境；模塊三制定醫(yī)藥市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略，包涵項(xiàng)目四醫(yī)藥產(chǎn)品的購(gòu)買(mǎi)行為分析、項(xiàng)目五醫(yī)藥市場(chǎng)調(diào)查、項(xiàng)目六醫(yī)藥市場(chǎng)的目標(biāo)市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略；模塊四制定醫(yī)藥市場(chǎng)營(yíng)銷(xiāo)策略，包涵項(xiàng)目七醫(yī)藥市場(chǎng)的產(chǎn)品策略、項(xiàng)目八醫(yī)藥產(chǎn)品的定格策略、項(xiàng)目九醫(yī)藥市場(chǎng)的分銷(xiāo)策略、項(xiàng)目十醫(yī)藥市場(chǎng)的促銷(xiāo)策略；模塊五走進(jìn)醫(yī)藥產(chǎn)品終端，仰望未來(lái)，包涵項(xiàng)目十一醫(yī)藥產(chǎn)品終端市場(chǎng)營(yíng)銷(xiāo)。