- 440 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
About this book
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
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Yes, you can access Pharmaceutical Marketing by Mickey C. Smith in PDF and/or ePUB format, as well as other popular books in Medicine & Pharmacology. We have over one million books available in our catalogue for you to explore.
Information
Oo
MARKET
SEPARATIONS
Space
Time
Value
Ownership
Quantity
Assortment
FIGURE
1-2.
The
process
of
market
actualization
jPRODUCERS
EXCHANGE
FLOWS
Product
flow:
Toward
consumer
Information:
Both
ways
Payment:
Toward
producer
Use
right:
Toward
consumer
CONSUMERS
r-
1---
f--
f---t
MARKETING
ACTIVITIES
Assembly,
transportation
storage,
packaging,
grading
Advertising,
personal
selling,
publicity,
labeling
sales
promotion,
marketing
research,
consumer
corn-
plaints,
drug
education
programs
Credit
and
cash
payments
(mostly
financing
and
risk
taking)
~~MARKET
t-
ACTUALIZATION
Purchasing
and
selling
(i.e.,
flow
of
legal
title).
Pricing,
post-
transactional
rights
Adapted
from
Mcinnis,
W.:
"A
Conceptual
Approach
to
Marketing,
in
Theory
in
Marketing,
edited
by
R.
Cox,
W.
Alderson,
and
S.
J.
Shapiro.
Homewood,
IL:
Richard
D.
Irwin,
1964,
p.
51;
McCarthy,
E.
J.:
Basic
Marketing,
7th
Ed.,
Homewood,
IL:
Richard
D.
Irwin,
1981,
p.
20.
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Dedication
- Contents
- Preface
- Contributions
- Chapter 1: Definitions and Approaches to Pharmaceutical Marketing
- Chapter 2: The Environment of Pharmaceutical Marketing
- Chapter 3: The Pharmaceutical Industry: Institutions and Characteristics
- Chapter 4: The Customers
- Chapter 5: Market and Marketing Research
- Chapter 6: Strategy Development in Pharmaceutical Marketing
- Chapter 7: Corporate and Competitive Analysis
- Chapter 8: Pricing Strategy
- Chapter 9: Distribution
- Chapter 10: Product
- Chapter 11: Promotion
- Chapter 12: Strategic Marketing in the 21st Century: Futuribles
- Index