E M Kolassa (Mick), James Greg Perkins, Bruce R Siecker

Pharmaceutical Marketing

Principles, Environment, and Practice

• Gebundenes Buch

Produktbeschreibung

Written by leading authorities in the field, Pharmaceutical Marketing: Principles, Environment, and Practice is the fifth book on the subject that Dr. Mickey Smith has produced. In this extraordinary volume, 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. This well-referenced book explores pricing, research and development, promotion, place factors, the channel system, and more.To view an excerpt online, find the book in our QuickSearch catalog at www.HaworthPress.com.

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Produktdetails

• Verlag: Taylor & Francis Ltd (Sales)
• Revised edition
• Seitenzahl: 392
• Erscheinungstermin: 12. März 2002
• Englisch
• Abmessung: 154mm x 221mm x 29mm
• Gewicht: 748g
• ISBN-13: 9780789015822
• ISBN-10: 078901582X
• Artikelnr.: 22040418

Autorenporträt

Eugene Mick Kolassa, James Greg Perkins, Bruce R Siecker

Inhaltsangabe

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 ReviewAnother 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
IbuprofenFrom 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