What do you do in Strategic Marketing? Or where is the dart board?

MMata2

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If industry is the dark side of science, strategic marketing is the dark side of industry, or so it seems.  As scientists sitting in teams with our strategic marketing colleagues, we always wondered how they came up with those projections of how much revenue a drug would have in 2025 (yes, they do those projections in industry).  We frequently joked about our colleagues pulling numbers out of a hat or playing with darts to come up with those numbers.