Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning - Hardcover

Paich, Mark; Peck, Corey; Valant, Jason J.

Hardcover

ISBN 10: 0849327296 ISBN 13: 9780849327292

Publisher: CRC Press, 2004

Synopsis

Focusing on cross-functional coordination and knowledge integration, Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning introduces many of the complexities facing many pharmaceutical firms. The book examines issues surrounding utilization of information, consistency of assumptions, and the need for processes that integrate various functional areas. It also discusses why the dynamic modeling process is an effective way to address these problems in a systematic and accessible way....

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About this title

About the Author

MARK PAICH is one of the world’s experts on dynamic modeling methodology, both as an experienced analyst and instructor. He obtained his Ph.D. in System Dynamics from the Massachusetts Institute of Technology, Cambridge, Massachusetts, USA. Dr. Paich has published in Management Science, Interfaces, Sloan Management Review, and several book chapters. His work has been also featured in Business Dynamics, Fifth Discipline Field Book, and Surviving Transformation. Dr....

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Review

...The discussion and concepts of dynamic modeling presented in the text are interesting, but not nearly so interesting as the way the authors have broken the market into very real pieces to inform and populate their models. Practicing pharmaceutical marketers would be well served to read this book for that information alone.
-Journal of Pharmaceutical Marketing and Management

...an excellent introduction to the dynamic modeling approach to pharmaceutical
brand planning...great tool...

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Edition details

• Publisher: CRC Press
• Publication date: 2004
• ISBN 10: 0849327296
• ISBN 13: 9780849327292
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 328