How this book is structured

The three chapters at the start of the book deal with planning core campaigns, planning promotion at international congresses and planning advisory boards. 

They give an overview and some guidance on the processes that staff involved in marketing products at the European, global or international level need to consider when planning the above. They contain checklists and also reference where the information can be found in other chapters of this book. 

Chapter 4 contains the legal regulatory/self-regulatory framework for each country and an overview on the balance between the two. 

The next six chapters contain the subjects that I selected from the codes for inclusion in the book in my experience, they are the topics most often required by staff preparing global, international or pan-European campaigns. Subjects normally managed at national levels have been omitted. 

The self-regulatory codes for the countries mentioned earlier and the overarching codes were fitted into a uniform structure under these selected topics, with a summary at the start of each chapter or, when relevant, at the start of a section. The selected topics are  

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