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Books > Business & Economics > Industry & industrial studies > Manufacturing industries > Pharmaceutical industries
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Innovation and Marketing in the Pharmaceutical Industry - Emerging Practices, Research, and Policies (Hardcover, 2014 ed.)
Loot Price: R7,448
Discovery Miles 74 480
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Innovation and Marketing in the Pharmaceutical Industry - Emerging Practices, Research, and Policies (Hardcover, 2014 ed.)
Series: International Series in Quantitative Marketing, 20
Expected to ship within 10 - 15 working days
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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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