Global Issues in Pharmaceutical Marketing
eBook - ePub

Global Issues in Pharmaceutical Marketing

  1. 178 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Global Issues in Pharmaceutical Marketing

About this book

Global Issues in Pharmaceutical Marketing presents a balanced, research-based perspective combined with a practical outlook on the current issues faced by the ethical, biotech, and generic segments of the pharmaceutical industry. It integrates an analytical approach with a global view to examine such issues as market access, digital marketing, emerging markets, branding, and more. The book covers not only the North American and Western European markets, but focuses on non-Western markets, such as Latin America and Asia. Each chapter is written as an individual essay about a given issue, and where relevant, original cases are provided to illustrate how these issues are currently managed by the global industry.

This book offers a thoughtful and thorough description of the industry's current situation and integrates the latest scholarly and industry research from different disciplines in one place for convenient reference. It may be used in the following ways:

  • To stimulate class discussions and inspire new streams of research for academics and graduate students;
  • To introduce the industry to those interested in a career, to orient new industry hires, or to provide experienced practitioners with current research that will enhance their knowledge;
  • To provide an understanding of the industry for those in the healthcare sector, such as physicians, pharmacists, as well as medical and pharmacy students; and
  • To present recent and relevant research for those in government, public or private payers, and public policy environments to facilitate their decision making.

This book will prove to be a useful resource and an important source of information for academics and their students, professionals, and policymakers around the world.

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Yes, you can access Global Issues in Pharmaceutical Marketing by Lea Prevel Katsanis in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2015
eBook ISBN
9781136313295
Topic
Business
Subtopic
Business General
Index
Business

Table of contents

  1. Cover
  2. Title
  3. Copyright
  4. Dedication
  5. Contents
  6. Preface
  7. Acknowledgments
  8. 1 Pharmaceutical Industry Structure and its Effect on Marketing Performance and Product Innovation
  9. 2 The Environmental Forces that Influence Industry Stakeholders and Shape their Interactions
  10. 3 Global Health Care Systems and Market Access: Variations on a Theme
  11. 4 The Structure of the Global Marketing Organization and its Effect on Market Performance
  12. 5 Global Pharmaceutical Branding: Moving from Blockbuster to Niche Strategies
  13. 6 Traditional Industry Communication to Physicians: Promotional and Informational Elements
  14. 7 Digital Communication to Physicians: Closed Loop and Multichannel Marketing
  15. 8 Direct to Consumer Advertising: Broadcast and Print Media
  16. 9 Consumer Digital Communication Channels: eDTCA 1.0, 2.0, and mHealth
  17. 10 Industry Self-Regulation: Finding the Balance
  18. 11 Emerging Markets and OTC Markets: Future Opportunities and Current Challenges
  19. 12 The Industry’s Declining Reputation: A Prescription for Change
  20. Index