Pharmaceutical Marketing

Strategy and Cases

Mickey C. Smith (Autor)

Buch | Hardcover

440 Seiten

1991
Haworth Press Inc (Verlag)
978-0-86656-861-6 (ISBN)

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Reflecting the fascinating and dramatic changes in pharmacy, pharmaceutical education, and the pharmaceutical industry in recent years, this authoritative volume focuses on the practice of marketing both prescription and nonprescription medications. In a dozen comprehensive chapters, author Mickey Smith highlights the economic social, and legal aspects of marketing pharmaceutical products, examines the consumers and prescribers, and explores successful marketing, pricing, and distributions strategies. The text explains in detail how marketing is conducted, gives examples of successful marketing, and presents “real world” cases to illustrate the technical points.Written from the industry perspective, Pharmaceutical Marketing enables those involved in marketing on a daily basis to greater understand the functions of pharmaceutical marketing and consequently, plan more carefully and accurately, their marketing strategies. Those entering the field of marketing pharmaceutical products--sales people, assistant product managers, marketing staff--and government policymakers in the drug field, will gain a greater understanding of the industry. You will benefit from the information on the marketing mix--product, promotion, distribution, and pricing; marketing environments; corporate and competitive analysis; and market and marketing research as presented in this unique book.An invaluable reference for anyone involved in pharmaceutical marketing, this excellent book will be of great benefit not only to market researchers but also to chain-store executives, wholesale executives, and detail men, especially those new to these positions. In addition the book will serve as a good text for graduate and undergraduate students in pharmaceutical marketing programs. Although consciously directed at those who would or do practice pharmaceutical marketing,this highly readable book will also provide an understanding of the functions of pharmaceutic

Smith, Mickey C.

Contents
Definitions and Approaches to Pharmaceutical Marketing

The Environment of Pharmaceutical Marketing
The Pharmaceutical Industry: Institutions and Characteristics
The Customers
Strategy Development in Pharmaceutical Marketing
Corporate and Competitive Analysis
Pricing Strategy
Distribution
Product
Promotion
Strategic Marketing in the 21st Century: Futuribles
Index

Erscheint lt. Verlag	24.10.1991
Verlagsort	Binghamton
Sprache	englisch
Maße	133 x 203 mm
Gewicht	970 g
Themenwelt	Medizin / Pharmazie ► Allgemeines / Lexika
	Medizin / Pharmazie ► Pflege
	Medizin / Pharmazie ► Pharmazie ► PTA / PKA
	Naturwissenschaften ► Biologie
	Naturwissenschaften ► Chemie ► Technische Chemie
	Technik
ISBN-10	0-86656-861-1 / 0866568611
ISBN-13	978-0-86656-861-6 / 9780866568616
Zustand	Neuware