Pharmaceutical Marketing: Principles, Environment, and Practice / Edition 1

Pharmaceutical Marketing: Principles, Environment, and Practice / Edition 1

5.0 1
by Eugene Mick Kolassa, James Greg Perkins, Bruce R Siecker
     
 

ISBN-10: 0789015838

ISBN-13: 9780789015839

Pub. Date: 01/28/2002

Publisher: Taylor & Francis

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

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Overview

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 sc

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Product Details

ISBN-13:
9780789015839
Publisher:
Taylor & Francis
Publication date:
01/28/2002
Edition description:
New Edition
Pages:
392
Product dimensions:
6.00(w) x 8.30(h) x 1.00(d)

Table of Contents

Preface
Sect. IIntroduction
Ch. 1General Principles3
Ch. 2General Environment17
Ch. 3General Practices71
Sect. IIProduct
Ch. 4Principles of Product Research and Development103
Ch. 5Responsiveness of the Pharmaceutical Industry to Its External Environment143
Ch. 6Product Research and Development Practices167
Sect. IIIPrice
Ch. 7Pharmaceutical Pricing Principles189
Ch. 8The Pharmaceutical Pricing Environment205
Ch. 9Pharmaceutical Pricing in Practice211
Sect. IVPlace
Ch. 10Principles of Place, Channel Systems, and Channel Specialists219
Ch. 11Place Factors in the U.S. Drug Market: The Environment239
Ch. 12Place Applications in the U.S. Drug Market251
Sect. VPromotion
Ch. 13Principles269
Ch. 14Environment305
Ch. 15Practices313
Sect. VIConclusion
Ch. 16Prospects: Linking Therapy to Patient Needs331
App.: Resources345
Notes349
Index361

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Pharmaceutical Marketing: Principles, Environment, and Practice 5 out of 5 based on 0 ratings. 1 reviews.
Guest More than 1 year ago
If you want to get a hold of the four Ps in marketing in the healthcare environment, this the book for you.