Pharmaceutical Marketing in the 21st Century helps professionals in
the pharmaceutical field anticipate and prepare for market changes
and advances, and it guides them in adjusting their marketing
strategies to remain competitive in the coming era. Ideal for
product managers, planners, and strategists, this book puts the
past twenty years of pharmacy into perspective and uses it as a
basis for predicting the next twenty years. Internationally
relevant, this book is now available in Japanese!Distinguished
contributors provide a formal conjecture on the nature of various
aspects of pharmaceutical marketing in the early part of the 21st
century. Utilizing their experience and expertise, they provide
pharmaceutical professionals with guidelines for marketing in the
coming years. Readers gain insight into what the future may hold in
these areas: pricing, product development, distribution, promotion,
retailing, market research, and other areas. Experts who make
professional speculations in Pharmaceutical Marketing in the 21st
Century include these among others: William R. Mattson, Jr.
(President, The Mattson Jack Group, St. Louis) and Evan G. Dick
(Vice President and General Manager, MedStrategy Management
Reports, St. Louis). They compare pharmaceutical marketing of 20
years ago with that of today and use the comparison as a basis for
making projections 20 years into the future. David W. Newton
(Albany College of Pharmacy). He predicts an increased importance
and possible necessity of the pharmacist's role in direct/indirect
patient care services. Jerome A. Reinstein (industry consultant and
Director-General, World Federation of Proprietary Medicine
Manufacturers, London). He explores the increasing number of
prescription drugs becoming available over the counter.
Pharmaceutical marketers and benefits managers, regulatory
officials, drug product managers, advertising agency executives,
and politicians will find Pharmaceutical Marketing in the 21st
Century a must read as they work today in preparation for the
future of pharmaceutical care and marketing.
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