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Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies (International Series in Quantitative Marketing, 20) - Hardcover
The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success―or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as:
· An extensive literature review, including coverage of research from fields other than marketing
· an overview of how practitioners have addressed the topic
· introduction of relevant analytical tools, such as statistics and ethnographic studies
· suggestions for further research by scholars and students
The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.
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- PublisherSpringer
- Publication date2013
- ISBN 10 1461478006
- ISBN 13 9781461478003
- BindingHardcover
- Number of pages775
- EditorDing Min, Eliashberg Jehoshua, Stremersch Stefan
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Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies (International Series in Quantitative Marketing, 20)
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Book Description Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Disseminates state-of-the art research findings and new conceptual thinking related to pharmaceutical marketing Covers all major aspects of pharmaceutical marketing, including R&D, promotion, pricing, branding, competitive strategy, portfolio . Seller Inventory # 4199476
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Book Description Buch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The pharmaceutical industry is one of today's most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success-or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: An extensive literature review, including coverage of research from fields other than marketing an overview of how practitioners have addressed the topic introduction of relevant analytical tools, such as statistics and ethnographic studies suggestions for further research by scholars and students The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike. 776 pp. Englisch. Seller Inventory # 9781461478003
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Book Description Buch. Condition: Neu. Druck auf Anfrage Neuware - Printed after ordering - The pharmaceutical industry is one of today's most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success-or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: An extensive literature review, including coverage of research from fields other than marketing an overview of how practitioners have addressed the topic introduction of relevant analytical tools, such as statistics and ethnographic studies suggestions for further research by scholars and students The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike. Seller Inventory # 9781461478003
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Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies (International Series in Quantitative Marketing, 20)
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