Eugene Mick Kolassa, James Greg Perkins, Bruce R Siecker

Pharmaceutical Marketing

Principles, Environment, and Practice

• Broschiertes Buch

Produktbeschreibung

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 principleswith appropriate adaptation to environmental forcescan 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 pricingwith sections on trends, competition, reimbursement programs, public policy, and more research and developmentincluding strategies relating to new products, product scope, positioning and repositioning, product elimination, diversification, and a fascinating case study about Ibuprofen promotionrational 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 longand neither does bad medicine.

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Produktdetails

• Verlag: CRC Press
• Seitenzahl: 392
• Erscheinungstermin: 1. März 2002
• Englisch
• Abmessung: 210mm x 148mm x 21mm
• Gewicht: 506g
• ISBN-13: 9780789015839
• ISBN-10: 0789015838
• Artikelnr.: 22195509

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