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THE IMPACT OF DRUG ABUSE ON THE MARKETING OF PHARMACEUTICAL PRODUCTS IN NIGERIA A CASE STUDY OF ROCHE (NIGERIA) LIMITED AND THE BENZODIAZEPINES A
(1999) ABALAKA, ALILU DANIEL
This study attempts to relate theory to practice. Drugs have been used by various societies in the world to relieve pain, alter perception and also provide pleasurable sensation. However where they are not used correctly, they produce unpleasurable consequences. For this reason there are international conventions and local regulations that govern the sale of drugs. This is especially more important for psychotropic drugs whose abuse has great psychological consequences. Roche (Nigeria) Limited is a company in the forefront of research, production and marketing of Benzodiazepine, a class of psychotropic drugs. The study attempts to understand Roche (Nigeria) Limited, its operations and marketing activities in respect of Benzodiazepines vis-a-vis the pressure by regulatory agencies which is likely to have impact on the sale of these products. The study reveals the trend analysis of the sales performance and the impact of these controls over a 5 - year reviewed period. Thus, the study is investigative in nature and makes recommendations to the company on appropriate marketing strategies to enable it contain the regulatory environment without jeopardizing her marketing objectives.