ABSTRACT
Designed as a practical guide for the pharmaceutical industry, this book covers how to apply cutting-edge marketing concepts and tools to the real-world intricacies of marketing a heavily regulated product whose success is determined not by the actual end-user, but by various industry stakeholders. From creating a worldwide vision that cascades into local tactics to managing a drug portfolio or pricing a particular product, this book guides readers through developing, implementing, and auditing a successful marketing strategy geared specifically to the pharmaceutical industry. It provides graphs, tables, worksheets, pharmaceutical case studies, and a sample marketing strategy.
TABLE OF CONTENTS
part 1|60 pages
The Pharmaceutical Market
part 2|147 pages
Marketing Strategy
part 3|21 pages
Distribution Strategy
part 4|29 pages
Pricing Strategy
part 5|58 pages
Communication Strategy
part 6|32 pages
Forecasting, Planning, and Evaluating