Lea Prevel Katsanis

Global Issues in Pharmaceutical Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

This book presents a research-based and practical perspective on the issues which face the pharmaceutical marketing industry. With a balanced, analytical view and a global perspective, it offers a thorough treatment on how to tackle critical issues.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 192
• Erscheinungstermin: 16. Juli 2015
• Englisch
• ISBN-13: 9781136313295
• Artikelnr.: 43417230

Autorenporträt

Lea Prevel Katsanis is a Professor in the Department of Marketing at the John Molson School of Business, Concordia University, Canada. Prior to her academic career, she worked in the US, international, and subsidiary operations of three global pharmaceutical companies. She has published numerous articles in outlets, such as the International Journal of Pharmaceutical and Healthcare Marketing, Health Marketing Quarterly, Journal of Product and Brand Management, Journal of Consumer Marketing, and International Marketing Review.

Inhaltsangabe

1. Pharmaceutical Industry Structure: Its Effect on Marketing Performance
and Product Innovation 2. The Environmental Forces that Influence Industry
Stakeholders and Shape their Interactions 3. Global Health Care Systems and
Market Access: Variations on a Theme 4. The Structure of the Global
Marketing Organization and its Effect on Market Performance 5. Global
Pharmaceutical Branding: Moving from Blockbuster to Niche Strategies 6.
Traditional Industry Communication to Physicians: Promotional and and
Informational Elements 7. Digital Communication to Physicians: Closed Loop
and Multichannel Marketing 8. Direct to Consumer Advertising: Broadcast and
Print Media 9. Consumer Digital Communication Channels: eDTCA 1.0, 2.0 and
mHealth 10. Industry Self Regulation: Finding the Balance 11. Emerging
Markets and OTC Markets: Future Opportunities and Current Challenges 12.
The Industry's Declining Reputation: A Prescription for Change