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Biomedical Sciences - Pharmacology & Toxicology | Innovation and Marketing in the Pharmaceutical Industry - Emerging Practices, Research, and Policies

Innovation and Marketing in the Pharmaceutical Industry

Emerging Practices, Research, and Policies

Ding, Min, Eliashberg, Jehoshua, Stremersch, Stefan (Eds.)

2014, VII, 768 p. 111 illus., 95 illus. in color.

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  • 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

Related subjects » Finance & Banking - Pharmacology & Toxicology - R&D / Technology Policy

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