Marketing Strategy in Cross-National Pharmaceutical Campaigns

<jats:p>The pharmaceutical industry is highly complex and regulated, requiring adaptive and ethically grounded marketing strategies, particularly in cross-national contexts. This study develops a conceptual literature review on transnational pharmaceutical marketing, focusing on regulation, ethics, cultural adaptation, and digital transformation. Drawing on multidisciplinary sources, it highlights the role of data-driven and personalized strategies. Findings suggest that effective campaigns balance global alignment with local adaptation, supported by ethical governance and technological capabilities, offering relevant managerial implications.</jats:p>