Global issues in pharmaceutical marketing

by Katsanis, Lea Prevel

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Title Statements

Full title :Global issues in pharmaceutical marketing / Lea Prevel Katsanis.

Edition Statements

Publication Date:2016.

Publication Statements

Publisher(s):Routledge Taylor & Francis Group
Place of Publication:New York
Language:eng
Publication Date:2016.

The Physical Object

Description:xii, 178 pages ; : 27 cm

Edition Identifiers

ISBN:9780415895316, 0415895316, 9780415895323, 0415895324
oclc:ocn899488578
LC Classification:HD9666.5
Dewey Decimal:615.1068/8

Pharmaceutical industry structure : its effect on marketing performance and product innovation -- The environmental forces that influence industry stakeholders and shape their interactions -- Global health care systems and market access : variations on a theme -- The structure of the global marketing organization and its effect on market performance -- Global pharmaceutical branding : moving from blockbuster to niche strategies -- Traditional industry communication to physicians : promotional and and informational elements -- Digital communication to physicians : closed loop and multichannel marketing -- Direct to consumer advertising : broadcast and print media -- Consumer digital communication channels : eDTCA 1.0, 2.0 and mHealth -- Industry self regulation : finding the balance -- Emerging markets and OTC markets : future opportunities and current challenges -- The industry's declining reputation : a prescription for change.