Editors:
- 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
- Includes supplementary material: sn.pub/extras
Part of the book series: International Series in Quantitative Marketing (ISQM, volume 20)
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Table of contents (24 chapters)
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Front Matter
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.
Editors and Affiliations
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Smeal College of Business, The Pennsylvania State University, University Park, USA
Min Ding
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The Wharton School, University of Pennsylvania, Philadelphia, USA
Jehoshua Eliashberg
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Department of Business Economics, Erasmus School of Economics, Erasmus University Rotterdam, Rotterdam, The Netherlands
Stefan Stremersch
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
DOI: https://doi.org/10.1007/978-1-4614-7801-0
Publisher: Springer New York, NY
eBook Packages: Biomedical and Life Sciences, Biomedical and Life Sciences (R0)
Copyright Information: Springer Science+Business Media New York 2014
Hardcover ISBN: 978-1-4614-7800-3Published: 01 November 2013
Softcover ISBN: 978-1-4939-5230-4Published: 23 August 2016
eBook ISBN: 978-1-4614-7801-0Published: 31 October 2013
Series ISSN: 0923-6716
Series E-ISSN: 2199-1057
Edition Number: 1
Number of Pages: VII, 768
Number of Illustrations: 16 b/w illustrations, 95 illustrations in colour
Topics: Pharmaceutical Sciences/Technology, R & D/Technology Policy, Finance, general