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Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies

By Min Ding (Editor), Jehoshua Eliashberg (Editor), Stefan Stremersch (Editor)
eBook
$189.00
By Min Ding (Editor), Jehoshua Eliashberg (Editor), Stefan Stremersch (Editor)
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The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success—or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for ...