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Start with the fundamentals: what market are you in?

If you said, "the marketing manager market" or anything similar, think again.

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If you're in the market for medical marketing knowledge, then you will know it is a crowded place.

Globally there are millions of people who claim to be pharmaceutical marketing experts and, because it is a broad, intangible and ill-defined market, it is extremely hard to stand out from the crowd.

This is made all the more difficult by the simple truth that not every potential employer wants the same thing; the market is segmented.



Once again, it helps to apply the basics of marketing theory and use the three-step route to market differentiation:

• segment

• target

• position

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