Pharmaceutical Marketing: A Practical Guide, 1st Edition (Hardback) book cover

Pharmaceutical Marketing

A Practical Guide, 1st Edition

By Dimitris Dogramatzis

CRC Press

400 pages

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Hardback: 9781574911183
pub: 2001-10-01
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eBook (VitalSource) : 9780429134180
pub: 2015-05-06
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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.

Subject Categories

BISAC Subject Codes/Headings:
MEDICAL / Pharmacology