Buch, Englisch, 192 Seiten, Format (B × H): 203 mm x 249 mm, Gewicht: 408 g
Buch, Englisch, 192 Seiten, Format (B × H): 203 mm x 249 mm, Gewicht: 408 g
ISBN: 978-0-415-89532-3
Verlag: Taylor & Francis Ltd (Sales)
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.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
1. Pharmaceutical Industry Structure: Its Effect on Marketing Performance and Product Innovation 2. The Environmental Forces that Influence Industry Stakeholders and Shape their Interactions 3. Global Health Care Systems and Market Access: Variations on a Theme 4. The Structure of the Global Marketing Organization and its Effect on Market Performance 5. Global Pharmaceutical Branding: Moving from Blockbuster to Niche Strategies 6. Traditional Industry Communication to Physicians: Promotional and and Informational Elements 7. Digital Communication to Physicians: Closed Loop and Multichannel Marketing 8. Direct to Consumer Advertising: Broadcast and Print Media 9. Consumer Digital Communication Channels: eDTCA 1.0, 2.0 and mHealth 10. Industry Self Regulation: Finding the Balance 11. Emerging Markets and OTC Markets: Future Opportunities and Current Challenges 12. The Industry’s Declining Reputation: A Prescription for Change