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.

part 1|60 pages

The Pharmaceutical Market

chapter 1|19 pages

The Healthcare Environment

chapter 2|19 pages

The Pharmaceutical Industry Environment

chapter 3|18 pages

The Pharmaceutical Marketing Environment

part 2|147 pages

Marketing Strategy

chapter 4|10 pages

What Is Marketing Strategy?

chapter 5|15 pages

Marketing Research

chapter 6|14 pages

Market Segmentation

chapter 7|21 pages

Situational Analysis

chapter 8|11 pages

Positioning, Targeting, Profiling

chapter 9|21 pages

New Product Development

chapter 10|27 pages

Product Life Cycle and Portfolio Management

chapter 11|21 pages

Competitive Strategies

part 3|21 pages

Distribution Strategy

chapter 12|9 pages

Overview of Pharmaceutical Distribution

chapter 13|9 pages

Distribution Strategy

part 4|29 pages

Pricing Strategy

chapter 14|12 pages

Pricing Concepts

chapter 15|15 pages

Pricing Strategy

part 5|58 pages

Communication Strategy

chapter 16|10 pages

Integrated Communications

chapter 17|15 pages

Personal Selling

chapter 18|12 pages

Advertising

chapter 19|10 pages

Public Relations (PR) and Sales Promotion

chapter 20|8 pages

The Internet

part 6|32 pages

Forecasting, Planning, and Evaluating

chapter 21|13 pages

Forecasting and Planning

chapter 22|16 pages

Evaluating Marketing Performance