Global Issues in Pharmaceutical Marketing
| Author | : | |
| Rating | : | 4.11 (669 Votes) |
| Asin | : | 0415895316 |
| Format Type | : | paperback |
| Number of Pages | : | 192 Pages |
| Publish Date | : | 2013-12-25 |
| Language | : | English |
DESCRIPTION:
The New Definitive Text in Pharmaceutical Marketing This is the new definitive text in the Field of Pharmaceutical Marketing that has set the standard for all that will follow. Direct and focused it will stimulate new areas of research in this field. A must for both the student and scholar in this field,
She has published numerous articles in outlets, such as the International Journal of Pharmaceutical and Healthcare Marketing, Health Marketing Quarterly, Journal of Product and Brand Management, Journal of Consumer Marketing, and International Marketing Review. Prior to her academic career, she worked in the US, international, and subsidiary operations of three global pharmaceutical companies. Lea Prevel Katsanis is a Professor in the Depart
It integrates an analytical approach with a global view to examine such issues as market access, digital marketing, emerging markets, branding, and more. Global Issues in Pharmaceutical Marketing presents a balanced, research-based perspective combined with a practical outlook on the current issues faced by the ethical, biotech, and generic segments of the pharmaceutical industry. Each chapter is written as an individual essay about a given issue, and where relevant, original cases are provided to illustrate how these issues are currently managed by the global industry. This book wi
It is just an excellent book to have and draw real examples from."Dr Cleopatra Veloutsou, Co-Editor in Chief – Journal of Product and Brand Management. The content and the academic rigor of the book make it an excellent read for various audiences, including practitioners in the area, individuals interested on the effects of the context and the environment of the development of marketing strategies, as well as students who want to understand how the tools they are encountering in other courses are applied in a real context. "Global Issues in Pharmaceutical Marketing is a valuable tool for lobbyists, politicians, journalists, students, professors and those in the industry. Its usefulness as a primer for new hires and students of the industry is clear. However, its thought provoking coverage will be helpful to decision makers as they chart the course of their organiz