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Full Description
Explore the nuts and bolts of marketing pharmaceuticals today!
Written by leading authorities in the field, Pharmaceutical Marketing: Principles, Environment, and Practice is the fifth in Dr. Mickey Smith's series of books on the subject which began in the 1960s. In this extraordinary book, he and his co-authors examine the principles of marketing pharmaceuticals, describe the environmental factors that affect their application, and show how these principles can be applied in response to those factors in practice.
From the history and development of marketing pharmaceuticals to channel systems, legal requirements, budgeting, and product placement, this essential volume is a comprehensive text that will help students prepare for successful careers in this expanding field.
From editor Mickey Smith: Looking back on 40 years of experience, I've recently begun saying that most of the things I knew about pharmaceutical marketing over the years that made me so smart are not true anymore. But the fact is that the principles of marketing are as true as they were when they appeared in my first book (published in 1968). What has changed, and had to change, was the way the principles are applied.
This book is based on the premise that marketing follows certain principles and that pharmaceutical marketing is affected by a variety of environmental influences which lead to a rich array of marketing practices. These practices are presented to demonstrate how the successful application of marketing principleswith appropriate adaptation to environmental forcescan lead to success in the marketplace. Failures are also presented.
This well-referenced book explores and explains the principles and practical application of vital elements of pharmaceutical marketing, including:
product pricingwith sections on trends, competition, reimbursement programs, public policy, and more
research and developmentincluding strategies relating to new products, product scope, positioning and repositioning, product elimination, diversification, and a fascinating case study about Ibuprofen
promotionrational and nonrational appeals, advertising prescription drugs to consumers, strategic choices among media types, budgeting, and more
place factors, channel systems, physical distribution, and specialists
and much more!
Ideal for anyone entering or studying the pharmaceutical industry, Pharmaceutical Marketing: Principles, Environment, and Practice is a one-stop source of reliable knowledge that you'll refer to again and again! In the editor's words, Good marketing leads to good medicine. Exceptions exist, but when the system works, bad marketing never succeeds for longand neither does bad medicine.
Contents
Preface, Section I: Introduction, Chapter 1. General Principles, The Evolution of Marketing, The Development of Pharmaceutical Marketing, The Social Functions of Marketing, The Right Product, The Right Quantity, The Right Place, The Right Price, The Right Time, Spreading the Word, Marketing Management, The Social Position of Pharmaceutical Marketing, Chapter 2. General Environment, Introduction, Patients and Customers: The Inner Circles, The Outer Ring: The Aggregate Environment, The Middle Ring, Conclusion, Chapter 3. General Practices, Introduction, Who Are We? Who Are Those Other People? What Can We Do About Them?, What Business Are We In? How Does This Guide Us?, Internal ReviewAnother Look at the Corporate Navel, Section II: Product, Chapter 4. Principles of Product Research and Development, Product Scope Strategy, New Product Strategy, Product Positioning Strategy, Product Repositioning Strategy, Product Elimination Strategy, Diversification Strategy, IbuprofenFrom Drug to Drug Products: A Case, Chapter 5. Responsiveness of the Pharmaceutical Industry to Its External Environment, High-Value Molecule Selection, Clinical (Drug) Development and Launch Project Management Skills, R & D Life Cycle Management Postapproval, Mergers, Conclusion, Chapter 6. Product Research and Development Practices, Orphan Drug Act, Expedited Drug Approval, Prescription Drug User Fee Act of 1992 (PDUFA), FDA Modernization Act of 1997 (FDAMA), Conclusion, Section III: Price, Chapter 7. Pharmaceutical Pricing Principles,
