Pharmaceutical Marketing : A Practical Guide book cover
1st Edition

Pharmaceutical Marketing
A Practical Guide

ISBN 9781574911183
Published October 1, 2001 by CRC Press
400 Pages

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Book Description

Designed as a practical guide for the pharmaceutical industry, this book covers how to apply cutting-edge marketing concepts and tools to the real-world intricacies of marketing a heavily regulated product whose success is determined not by the actual end-user, but by various industry stakeholders. From creating a worldwide vision that cascades into local tactics to managing a drug portfolio or pricing a particular product, this book guides readers through developing, implementing, and auditing a successful marketing strategy geared specifically to the pharmaceutical industry. It provides graphs, tables, worksheets, pharmaceutical case studies, and a sample marketing strategy.

Table of Contents

The Pharmaceutical Market. Marketing Strategy. Distribution Strategy. Pricing Strategy. Forecasting, Planning, Evaluating. Communications Strategy.

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