Innovation and Marketing in the Pharmaceutical Industry

Innovation and Marketing in the Pharmaceutical Industry

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The pharmaceutical industry is one of todaya€™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 successa€”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 RaD, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: Am An extensive literature review, including coverage of research from fields other than marketing Am an overview of how practitioners have addressed the topic Am introduction of relevant analytical tools, such as statistics and ethnographic studies Am 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.Kellogg School of Management, Northwestern University, Evanston, IL Campbell CM, Kirmani A (2008) I know what youa#39;re ... Health Aff 30(6):1205a€“1207 Cates JR , Shafer A, Carpentier FD, Reiter PL, Brewer NT, McRee AL et al (2010) How ... and Prevention (2011) National and state vaccination coverage among children aged 19a€“35 monthsa€”United States, 2010. ... Hum Vaccin 7(4):426a€“428 Coleman MS, Lindley MC, Ekong J, Rodewald L (2009) Net financial gain or loss fromanbsp;...

Title:Innovation and Marketing in the Pharmaceutical Industry
Author: Min Ding, Jehoshua Eliashberg, Stefan Stremersch
Publisher:Springer Science & Business Media - 2013-10-31

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