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Doody's Review ServiceReviewer: JoAnn Stubbings, R.Ph., MHCA (University of Illinois at Chicago College of Pharmacy)
Description: This book integrates basic marketing concepts with the uniqueness of the pharmaceutical marketplace in an easy-to-follow, highly readable format. This is an updated edition of a similar book published in 1998.
Purpose: The purpose is to introduce the reader to the highly complex and unique pharmaceutical environment and to provide an understanding of how pharmaceutical marketing principles are applied in response to the environment. This book fills a tremendous void for people who may understand the pharmaceutical environment but not marketing principles, or vice versa. The book accomplishes its objectives through its structure, many insights, and case examples.
Audience: According to the editor, the book is written for "those with an academic background in business but with little knowledge of the pharmaceutical field and those with an academic background in pharmacy but with little or no formal training in marketing." The editor includes students and practitioners in the potential audience and the book does, in fact, have broad application to all these groups. It would also have application both as a primer for pharmacy students and as an advanced book for graduate students in pharmacy administration or business administration programs. The authors are widely recognized as the most experienced and credible authorities in pharmaceutical marketing.
Features: The book is well organized in its approach to the pharmaceutical environment and marketing principles as they apply to the environment. The first section provides a comprehensive assessment and analysis of the environment and provides the foundation for the principles that follow. The subsequent sections follow the basic marketing format of the four Ps (product, price, place, and promotion). The best feature of the book is the ample supply of insights and case examples that provide a rich and unparalleled understanding of pharmaceutical marketing. Additionally, the book is highly readable and offers something of interest for readers at all experience levels.
Assessment: This book is without comparison. It reflects the authors' lifetime experiences in merging basic marketing principles with the pharmaceutical environment. It goes beyond the facts, figures, and technical aspects of marketing to provide a rich understanding of this market that can't be easily gleaned from other sources. Upon reading this book, the student will understand the basic premise of pharmaceutical marketing, as noted by the editor, that "good pharmaceutical marketing is good medicine." This book replaces the previous edition because it is more current and is well organized. It will be an important addition to the curriculum of colleges of pharmacy and colleges of business administration, as well as the libraries of pharmacists, employees of pharmaceutical companies, and all those with an interest in pharmaceuticals.