Pharmaceutical Marketing: Strategy and Cases

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9780866568616: Pharmaceutical Marketing: Strategy and Cases

Reflecting the fascinating and dramatic changes in pharmacy, pharmaceutical education, and the pharmaceutical industry in recent years, this authoritative volume focuses on the practice of marketing both prescription and nonprescription medications.

In a dozen comprehensive chapters, author Mickey Smith highlights the economic social, and legal aspects of marketing pharmaceutical products, examines the consumers and prescribers, and explores successful marketing, pricing, and distributions strategies. The text explains in detail how marketing is conducted, gives examples of successful marketing, and presents “real world” cases to illustrate the technical points.

Written from the industry perspective, Pharmaceutical Marketing enables those involved in marketing on a daily basis to greater understand the functions of pharmaceutical marketing and consequently, plan more carefully and accurately, their marketing strategies. Those entering the field of marketing pharmaceutical products--sales people, assistant product managers, marketing staff--and government policymakers in the drug field, will gain a greater understanding of the industry. You will benefit from the information on the marketing mix--product, promotion, distribution, and pricing; marketing environments; corporate and competitive analysis; and market and marketing research as presented in this unique book.

An invaluable reference for anyone involved in pharmaceutical marketing, this excellent book will be of great benefit not only to market researchers but also to chain-store executives, wholesale executives, and detail men, especially those new to these positions. In addition the book will serve as a good text for graduate and undergraduate students in pharmaceutical marketing programs. Although consciously directed at those who would or do practice pharmaceutical marketing,this highly readable book will also provide an understanding of the functions of pharmaceutical marketing for nonpractitioners as well.

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

Contenuti:

Contents
Definitions and Approaches to Pharmaceutical Marketing

  • The Environment of Pharmaceutical Marketing
  • The Pharmaceutical Industry: Institutions and Characteristics
  • The Customers
  • Strategy Development in Pharmaceutical Marketing
  • Corporate and Competitive Analysis
  • Pricing Strategy
  • Distribution
  • Product
  • Promotion
  • Strategic Marketing in the 21st Century: Futuribles
  • Index

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

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1.

SMITH, MICKEY C.
Editore: CRC Press (2017)
ISBN 10: 0866568611 ISBN 13: 9780866568616
Nuovi Rilegato Quantità: 1
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Herb Tandree Philosophy Books
(Stroud, GLOS, Regno Unito)
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Descrizione libro CRC Press, 2017. Hardback. Condizione libro: NEW. 9780866568616 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 HTANDREE0265054

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Spese di spedizione: EUR 9,44
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Informa Healthcare
Editore: Informa HealthCare (1991)
ISBN 10: 0866568611 ISBN 13: 9780866568616
Nuovi Rilegato Quantità: 1
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Revaluation Books
(Exeter, Regno Unito)
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Descrizione libro Informa HealthCare, 1991. Hardcover. Condizione libro: Brand New. 1st edition. 424 pages. 8.75x6.00x1.25 inches. In Stock. Codice libro della libreria __0866568611

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3.

Smith, Mickey C.
Editore: CRC Press (1991)
ISBN 10: 0866568611 ISBN 13: 9780866568616
Nuovi Rilegato Quantità: 1
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Booked Again
(Summit, NJ, U.S.A.)
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Descrizione libro CRC Press, 1991. Hardcover. Condizione libro: New. New item. Codice libro della libreria QX-233-11-5662805

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Spese di spedizione: EUR 9,20
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