Pharmaceutical Marketing

A Practical Guide

Dimitris Dogramatzis

• Publisher: CRC Press
• Year: 2015
• Print ISBN: 9781574911183
• eBook ISBN: 9781420025989
• Edition: 1
• Topic: Medicine
• Subtopic: Pharmacology

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

• Front Cover
• Contents
• Preface
• The Author
• 1. The Healthcare Environment
• 2. The Pharmaceutical Industry Environment
• 3. The Pharmaceutical Marketing Environment
• 4. What Is Marketing Strategy?
• 5. Marketing Research
• 6. Market Segmentation
• 7. Situational Analysis
• 8. Positioning, Targeting, Profiling
• 9. New Product Development
• 10. Product Life Cycle and Portfolio Management
• 11. Competitive Strategies
• 12. Overview of Pharmaceutical Distribution
• 13. Distribution Strategy
• 14. Pricing Concepts
• 15. Pricing Strategy
• 16. Integrated Communications
• 17. Personal Selling
• 18. Advertising
• 19. Public Relations (PR) and Sales Promotion
• 20. The Internet
• 21. Forecasting and Planning
• 22. Evaluating Marketing Performance
• References
• Appendix A
• Appendix B
• Index
• Back Cover