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

Paperback (Print)
Buy New
Buy New from BN.com
$35.99
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 95%)
Other sellers (Paperback)
  • All (9) from $1.99   
  • New (2) from $25.00   
  • Used (7) from $1.99   

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.”

Thiswell-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.”

Read More Show Less

Editorial Reviews

From The Critics
Sixteen chapters by researchers in academia and industry identify the principles of marketing pharmaceutical products, describe the environmental factors influencing their application, and examine the implementation of these principles in actual practice. Marketing elements like pricing, research and development, promotion, place factors, and the channel system are discussed. The book is intended for those studying, or entering, the pharmaceutical industry. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Doody's Review Service
Reviewer: 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.

4 Stars! from Doody
Read More Show Less

Product Details

  • ISBN-13: 9780789015839
  • Publisher: Taylor & Francis
  • Publication date: 1/28/2002
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 368
  • Product dimensions: 6.00 (w) x 8.30 (h) x 1.00 (d)

Table of Contents

  • Preface
  • Section I: Introduction
  • Chapter 1. General Principles
  • The Evolution of Marketing
  • The Development of Pharmaceutical Marketing
  • The Social Functions of Marketing
  • The Right Product
  • The Right Quantity
  • The Right Place
  • The Right Price
  • The Right Time
  • Spreading the Word
  • Marketing Management
  • The Social Position of Pharmaceutical Marketing
  • Chapter 2. General Environment
  • Introduction
  • Patients and Customers: The Inner Circles
  • The Outer Ring: The Aggregate Environment
  • The Middle Ring
  • Conclusion
  • Chapter 3. General Practices
  • Introduction
  • Who Are We? Who Are Those Other People? What Can We Do About Them?
  • What Business Are We In? How Does This Guide Us?
  • Internal Review—Another Look at the Corporate Navel
  • Section II: Product
  • Chapter 4. Principles of Product Research and Development
  • Product Scope Strategy
  • New Product Strategy
  • Product Positioning Strategy
  • Product Repositioning Strategy
  • Product Elimination Strategy
  • Diversification Strategy
  • Ibuprofen—From Drug to Drug Products: A Case
  • Chapter 5. Responsiveness of the Pharmaceutical Industry to Its External Environment
  • High-Value Molecule Selection
  • Clinical (Drug) Development and Launch Project Management Skills
  • R & D Life Cycle Management Postapproval
  • Mergers
  • Conclusion
  • Chapter 6. Product Research and Development Practices
  • Orphan Drug Act
  • Expedited Drug Approval
  • Prescription Drug User Fee Act of 1992 (PDUFA)
  • FDA Modernization Act of 1997 (FDAMA)
  • Conclusion
  • Section III: Price
  • Chapter 7. Pharmaceutical Pricing Principles
  • Essential Factors in the Pricing Decision
  • Competition
  • Patient Characteristics
  • Value of Therapy
  • The Decision-Making Process
  • Disease Characteristics
  • The Reimbursement Environment
  • Company Needs
  • Company Abilities
  • Public Policy Considerations
  • Summary
  • Chapter 8. The Pharmaceutical Pricing Environment
  • New Product Pricing
  • Pharmaceutical Pricing and Public Policy
  • Pricing on Purpose
  • Chapter 9. Pharmaceutical Pricing in Practice
  • New Product Pricing Trends
  • The Need to Price on Purpose
  • Chapter 10. Principles of Place, Channel Systems, and Specialists
  • Introduction
  • Challenges of Managing Place
  • Channel Systems
  • Crucial Place Factors
  • Channel Specialists
  • Channel Relationships and Conflict
  • Channel Access
  • Physical Distribution
  • Chapter 11. Place Factors in the U.S. Drug Market: The Environment
  • Drug and Related Health Care Products
  • Use of Prescription Medications
  • Drug Product Imperatives
  • Physical and Fiscal Product Characteristics
  • Legal and Regulatory Requirements
  • Chapter 12. Place Applications in the U.S. Drug Market
  • Drug Supplies—Producers, Labelers, and Repackagers
  • Wholesale Distributors
  • Chain Warehouses
  • Pharmacies—The Patient-Pharmacist Interface
  • Return Specialists—Reverse Distributors, Reclamation Specialists, and Disposers
  • Clinics, Surgery Centers, Dialysis Centers, Laboratories, and Planned Parenthood
  • Pharmaceutical Sampling
  • Institutional (Hospital) Marketing
  • Wholesale Distribution
  • Section V: Promotion
  • Chapter 13. Principles
  • Introduction
  • Rational Appeals
  • Nonrational Appeals
  • To Whom Should Products Be Promoted?
  • A Special Case: Prescription Drug Advertising to Consumers
  • Where to Promote: Strategic Choices Among Media
  • Media Types
  • Media Selection Procedure
  • Deciding How Much to Spend
  • Conclusion
  • Chapter 14. Environments
  • Legal/Regulatory
  • Ethical/Cultural
  • Technical
  • Economic
  • Social
  • Competitive
  • Internal
  • Individual Patients/Consumers
  • The Human Medical Condition
  • Conclusion
  • Chapter 15. Practices
  • A Bit of History
  • Targets of Promotion
  • Messages
  • Life Cycle Considerations
  • Product Considerations
  • Blending the Promotional Mix
  • Budgets
  • Conclusion
  • Section VI: Conclusion
  • Chapter 16. Prospects: Linking Therapy to Patient Needs
  • Public Perceptions of Pharmaceutical Marketing
  • What Pharmaceutical Marketing Is and Does
  • What Drives Product Development?
  • Marketing Exerts Downward Pressure on the Price of Medicines
  • Cost Savings Through Efficient Distribution: A Key Element of Marketing
  • Communicating with Physicians: Linking Products to Patient Needs
  • Cost Savings Through Marketing Directly to Patients
  • Pharmaceutical Marketing Stimulates Demand: Good for the Health Care System
  • Appendix: Resources
  • Books
  • Periodicals
  • Notes
  • Index
  • Reference Notes Included
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted September 1, 2002

    Great Book from some of the best authors in the field

    If you want to get a hold of the four Ps in marketing in the healthcare environment, this the book for you.

    Was this review helpful? Yes  No   Report this review
Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)