Pharmaceutical Marketing: Principles, Environment, and Practice

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9780789015822: Pharmaceutical Marketing: Principles, Environment, and Practice

Explore the nuts and bolts of marketing pharmaceuticals today!

Written by leading authorities in the field, Pharmaceutical Marketing: Principles, Environment, and Practice is the fifth in Dr. Mickey Smith's series of books on the subject which began in the 1960s. In this extraordinary book, he and his co-authors examine the principles of marketing pharmaceuticals, describe the environmental factors that affect their application, and show how these principles can be applied in response to those factors in practice.

From the history and development of marketing pharmaceuticals to channel systems, legal requirements, budgeting, and product placement, this essential volume is a comprehensive text that will help students prepare for successful careers in this expanding field.

From editor Mickey Smith: Looking back on 40 years of experience, I’ve recently begun saying that most of the things I knew about pharmaceutical marketing over the years that made me so smart are not true anymore. But the fact is that the principles of marketing are as true as they were when they appeared in my first book (published in 1968). What has changed, and had to change, was the way the principles are applied.

This book is based on the premise that marketing follows certain principles and that pharmaceutical marketing is affected by a variety of environmental influences which lead to a rich array of marketing practices. These practices are presented to demonstrate how the successful application of marketing principles with appropriate adaptation to environmental forces can lead to success in the marketplace. Failures are also presented.


This well-referenced book explores and explains the principles and practical application of vital elements of pharmaceutical marketing, including:

  • product pricing with sections on trends, competition, reimbursement programs, public policy, and more
  • research and development including strategies relating to new products, product scope, positioning and repositioning, product elimination, diversification, and a fascinating case study about Ibuprofen
  • promotion rational and nonrational appeals, advertising prescription drugs to consumers, strategic choices among media types, budgeting, and more
  • place factors, channel systems, physical distribution, and specialists
  • and much more!
Ideal for anyone entering or studying the pharmaceutical industry, Pharmaceutical Marketing: Principles, Environment, and Practice is a one-stop source of reliable knowledge that you’ll refer to again and again! In the editor's words, Good marketing leads to good medicine. Exceptions exist, but when the system works, bad marketing never succeeds for long and neither does bad medicine.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

About the Author:

Roukema is Clinical Associate Professor of Psychiatry at the University of Medicine and Dentistry of New Jersey and a psychiatrist in private practice in Ridgewood. He was trained in psychiatry at Columbia University, College of Physicians and Surgeons, and is a graduate of the W.A. White Institute of Psychoanalysis.

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

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1.

Mickey C. Smith, Eugene Mick Kolassa, James Greg Perkins
Editore: Taylor Francis Inc, United States (2002)
ISBN 10: 078901582X ISBN 13: 9780789015822
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Descrizione libro Taylor Francis Inc, United States, 2002. Hardback. Condizione libro: New. Revised ed.. Language: English . Brand New Book. Explore the nuts and bolts of marketing pharmaceuticals today! Written by leading authorities in the field, Pharmaceutical Marketing: Principles, Environment, and Practice is the fifth in Dr. Mickey Smith s series of books on the subject which began in the 1960s. In this extraordinary book, he and his co-authors examine the principles of marketing pharmaceuticals, describe the environmental factors that affect their application, and show how these principles can be applied in response to those factors in practice. From the history and development of marketing pharmaceuticals to channel systems, legal requirements, budgeting, and product placement, this essential volume is a comprehensive text that will help students prepare for successful careers in this expanding field. From editor Mickey Smith: Looking back on 40 years of experience, I ve recently begun saying that most of the things I knew about pharmaceutical marketing over the years that made me so smart are not true anymore. But the fact is that the principles of marketing are as true as they were when they appeared in my first book (published in 1968). What has changed, and had to change, was the way the principles are applied. This book is based on the premise that marketing follows certain principles and that pharmaceutical marketing is affected by a variety of environmental influences which lead to a rich array of marketing practices. These practices are presented to demonstrate how the successful application of marketing principles--with appropriate adaptation to environmental forces--can lead to success in the marketplace. Failures are also presented. This well-referenced book explores and explains the principles and practical application of vital elements of pharmaceutical marketing, including: * product pricing--with sections on trends, competition, reimbursement programs, public policy, and more * research and development--including strategies relating to new products, product scope, positioning and repositioning, product elimination, diversification, and a fascinating case study about Ibuprofen * promotion--rational and nonrational appeals, advertising prescription drugs to consumers, strategic choices among media types, budgeting, and more * place factors, channel systems, physical distribution, and specialists * and much more! Ideal for anyone entering or studying the pharmaceutical industry, Pharmaceutical Marketing: Principles, Environment, and Practice is a one-stop source of reliable knowledge that you ll refer to again and again! In the editor s words, Good marketing leads to good medicine. Exceptions exist, but when the system works, bad marketing never succeeds for long--and neither does bad medicine. Codice libro della libreria AA69780789015822

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Eugene Mick Kolassa, James Greg Perkins, Bruce R Siecker
Editore: Taylor and Francis 2002-03-12, New York (2002)
ISBN 10: 078901582X ISBN 13: 9780789015822
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Descrizione libro Taylor and Francis 2002-03-12, New York, 2002. hardback. Condizione libro: New. Codice libro della libreria 9780789015822

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Roukema, Richard W.
ISBN 10: 078901582X ISBN 13: 9780789015822
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Descrizione libro 2002. HRD. Condizione libro: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Codice libro della libreria VT-9780789015822

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KOLASSA, EUGENE MICK; PERKINS, JAMES GREG; SIECKER, BRUCE R.
Editore: CRC Press (2017)
ISBN 10: 078901582X ISBN 13: 9780789015822
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Descrizione libro CRC Press, 2017. Hardback. Condizione libro: NEW. 9780789015822 This listing is a new book, a title currently in-print which we order directly and immediately from the publisher. Print on Demand title, produced to the highest standard, and there would be a delay in dispatch of around 10 working days. Codice libro della libreria HTANDREE0265662

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Kolassa, Eugene Mick, Perkins, James Gre
Editore: CRC Press (2002)
ISBN 10: 078901582X ISBN 13: 9780789015822
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Descrizione libro CRC Press, 2002. Hardcover. Condizione libro: New. Never used!. Codice libro della libreria P11078901582X

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6.

Mickey C. Smith, Eugene Mick Kolassa, James Greg Perkins
Editore: Taylor Francis Inc, United States (2002)
ISBN 10: 078901582X ISBN 13: 9780789015822
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Descrizione libro Taylor Francis Inc, United States, 2002. Hardback. Condizione libro: New. Revised ed.. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. Explore the nuts and bolts of marketing pharmaceuticals today! Written by leading authorities in the field, Pharmaceutical Marketing: Principles, Environment, and Practice is the fifth in Dr. Mickey Smith s series of books on the subject which began in the 1960s. In this extraordinary book, he and his co-authors examine the principles of marketing pharmaceuticals, describe the environmental factors that affect their application, and show how these principles can be applied in response to those factors in practice. From the history and development of marketing pharmaceuticals to channel systems, legal requirements, budgeting, and product placement, this essential volume is a comprehensive text that will help students prepare for successful careers in this expanding field. From editor Mickey Smith: Looking back on 40 years of experience, I ve recently begun saying that most of the things I knew about pharmaceutical marketing over the years that made me so smart are not true anymore. But the fact is that the principles of marketing are as true as they were when they appeared in my first book (published in 1968). What has changed, and had to change, was the way the principles are applied. This book is based on the premise that marketing follows certain principles and that pharmaceutical marketing is affected by a variety of environmental influences which lead to a rich array of marketing practices. These practices are presented to demonstrate how the successful application of marketing principles--with appropriate adaptation to environmental forces--can lead to success in the marketplace. Failures are also presented. This well-referenced book explores and explains the principles and practical application of vital elements of pharmaceutical marketing, including: * product pricing--with sections on trends, competition, reimbursement programs, public policy, and more * research and development--including strategies relating to new products, product scope, positioning and repositioning, product elimination, diversification, and a fascinating case study about Ibuprofen * promotion--rational and nonrational appeals, advertising prescription drugs to consumers, strategic choices among media types, budgeting, and more * place factors, channel systems, physical distribution, and specialists * and much more! Ideal for anyone entering or studying the pharmaceutical industry, Pharmaceutical Marketing: Principles, Environment, and Practice is a one-stop source of reliable knowledge that you ll refer to again and again! In the editor s words, Good marketing leads to good medicine. Exceptions exist, but when the system works, bad marketing never succeeds for long--and neither does bad medicine. Codice libro della libreria BTE9780789015822

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Eugene Mick Kolassa/ James Greg Perkins/ Bruce R Siecker
Editore: Haworth Medical Pr (2001)
ISBN 10: 078901582X ISBN 13: 9780789015822
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Descrizione libro Haworth Medical Pr, 2001. Hardcover. Condizione libro: Brand New. 1st edition. 368 pages. 8.50x6.00x1.00 inches. In Stock. Codice libro della libreria __078901582X

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Eugene Mick Kolassa; James Greg Perkins; Bruce R Siecker
Editore: CRC Press (2002)
ISBN 10: 078901582X ISBN 13: 9780789015822
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Descrizione libro CRC Press, 2002. Hardcover. Condizione libro: New. book. Codice libro della libreria M078901582X

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Eugene Mick Kolassa; James Greg Perkins; Bruce R Siecker
Editore: CRC Press (2002)
ISBN 10: 078901582X ISBN 13: 9780789015822
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Descrizione libro CRC Press, 2002. Condizione libro: New. Codice libro della libreria TV9780789015822

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Kolassa, Eugene Mick; Perkins, James Greg; Siecker, Bruce R
Editore: CRC Press
ISBN 10: 078901582X ISBN 13: 9780789015822
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Descrizione libro CRC Press. Hardcover. Condizione libro: New. 078901582X New Condition. Codice libro della libreria NEW7.1836019

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