Ding, Min, Eliashberg, Jehoshua, Stremersch, Stefan (Eds.)
2014, VII, 768 p. 111 illus., 95 illus. in color.
Springer eBooks may be purchased by end-customers only and are sold without copy protection (DRM free). Instead, all eBooks include personalized watermarks. This means you can read the Springer eBooks across numerous devices such as Laptops, eReaders, and tablets.
You can pay for Springer eBooks with Visa, Mastercard, American Express or Paypal.
After the purchase you can directly download the eBook file or read it online in our Springer eBook Reader. Furthermore your eBook will be stored in your MySpringer account. So you can always re-download your eBooks.
Disseminates state-of-the art research findings and new conceptual thinking related to pharmaceutical marketing
Covers all major aspects of pharmaceutical marketing, including R&D, promotion, pricing, branding, competitive strategy, portfolio analysis
Features contributions by leading researchers from around the world
Applies a variety of techniques, including game theory, statistical analysis, and ethnographic research
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 pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as:
· An extensive literature review, including coverage of research from fields other than marketing
· an overview of how practitioners have addressed the topic
· introduction of relevant analytical tools, such as statistics and ethnographic studies
· suggestions for further research by scholars and students
The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.
Content Level »Research
Keywords »Branding - Market response model - Patient relationship management - Pharmaceutical industry - Portfolio management - Pricing - Research and Development (R&D) - marketing