Pharmaceutical Marketing: Strategy and Cases - Brossura

Smith, Mickey C.

Brossura

ISBN 10: 1560241101 ISBN 13: 9781560241102

Casa editrice: CRC Press, 1991

Riassunto

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.

Su questo libro

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

Product Description:

Book by Smith Mickey C

Su questa edizione

• Editore: CRC Press
• Data di pubblicazione: 1991
• ISBN 10: 1560241101
• ISBN 13: 9781560241102
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 440