International Series in Quantitative Marketing

Innovation and Marketing in the Pharmaceutical Industry

Emerging Practices, Research, and Policies

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

  • 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
see more benefits

Buy this book

eBook $139.00
price for USA (gross)
  • ISBN 978-1-4614-7801-0
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $179.00
price for USA
  • ISBN 978-1-4614-7800-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $179.00
price for USA
  • ISBN 978-1-4939-5230-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

 

Table of contents (24 chapters)

  • The Pharmaceutical Industry: Specificity, Challenges, and What You Can Learn from this Book

    Ding, Min (et al.)

    Pages 1-18

  • Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development

    Petrova, Elina

    Pages 19-81

  • Portfolio Management in New Drug Development

    Ding, Min (et al.)

    Pages 83-118

  • Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies

    Betz, Ulrich A. K. (et al.)

    Pages 119-148

  • New Challenges in Alliance Portfolio Management

    Wuyts, Stefan

    Pages 149-170

Buy this book

eBook $139.00
price for USA (gross)
  • ISBN 978-1-4614-7801-0
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $179.00
price for USA
  • ISBN 978-1-4614-7800-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $179.00
price for USA
  • ISBN 978-1-4939-5230-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Loading...

Recommended for you

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Innovation and Marketing in the Pharmaceutical Industry
Book Subtitle
Emerging Practices, Research, and Policies
Editors
  • Min Ding
  • Jehoshua Eliashberg
  • Stefan Stremersch
Series Title
International Series in Quantitative Marketing
Series Volume
20
Copyright
2014
Publisher
Springer-Verlag New York
Copyright Holder
Springer Science+Business Media New York
eBook ISBN
978-1-4614-7801-0
DOI
10.1007/978-1-4614-7801-0
Hardcover ISBN
978-1-4614-7800-3
Softcover ISBN
978-1-4939-5230-4
Series ISSN
0923-6716
Edition Number
1
Number of Pages
VII, 768
Number of Illustrations and Tables
16 b/w illustrations, 95 illustrations in colour
Topics