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Books > Medicine > General issues
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Pharmaceutical Marketing - Strategy and Cases (Hardcover)
Loot Price: R5,514
Discovery Miles 55 140
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Pharmaceutical Marketing - Strategy and Cases (Hardcover)
Expected to ship within 10 - 15 working days
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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 legal aspects of marketing pharmaceutical
products, examines the consumers and prescribers, and explores
successful marketing, pricing, and distributions strategies. The
text explains in detail how marketing is conducted, gives examples
of successful marketing, and presents "real world" cases to
illustrate the technical points.Written from the industry
perspective, Pharmaceutical Marketing enables those involved in
marketing on a daily basis to greater understand the functions of
pharmaceutical marketing and consequently, plan more carefully and
accurately, their marketing strategies. Those entering the field of
marketing pharmaceutical products--sales people, assistant product
managers, marketing staff--and government policymakers in the drug
field, will gain a greater understanding of the industry. You will
benefit from the information on the marketing mix--product,
promotion, distribution, and pricing; marketing environments;
corporate and competitive analysis; and market and marketing
research as presented in this unique book.An invaluable reference
for anyone involved in pharmaceutical marketing, this excellent
book will be of great benefit not only to market researchers but
also to chain-store executives, wholesale executives, and detail
men, especially those new to these positions. In addition the book
will serve as a good text for graduate and undergraduate students
in pharmaceutical marketing programs. Although consciously directed
at those who would or do practice pharmaceutical marketing,this
highly readable book will also provide an understanding of the
functions of pharmaceutic
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