{"product_id":"pharmaceutical-marketing-1","title":"Pharmaceutical Marketing","description":"\u003cp\u003eExplore the nuts and bolts of marketing pharmaceuticals today! \u003cbr\u003e\u003cbr\u003e Written by leading authorities in the field, Pharmaceutical Marketing: Principles, Environment, and Practice is the fifth in Dr. Mickey Smith's series of books on the subject which began in the 1960s. In this extraordinary book, he and his co-authors examine the principles of marketing pharmaceuticals, describe the environmental factors that affect their application, and show how these principles can be applied in response to those factors in practice. \u003cbr\u003e\u003cbr\u003e From the history and development of marketing pharmaceuticals to channel systems, legal requirements, budgeting, and product placement, this essential volume is a comprehensive text that will help students prepare for successful careers in this expanding field. \u003cbr\u003e\u003cbr\u003e From editor Mickey Smith:\u003ci\u003e Looking back on 40 years of experience, I’ve recently begun saying that most of the things I knew about pharmaceutical marketing over the years that made me so smart are not true anymore. But the fact is that the principles of marketing are as true as they were when they appeared in my first book (published in 1968). What has changed, and had to change, was the way the principles are applied. \u003cbr\u003e\u003cbr\u003e This book is based on the premise that marketing follows certain principles and that pharmaceutical marketing is affected by a variety of environmental influences which lead to a rich array of marketing practices. These practices are presented to demonstrate how the successful application of marketing principleswith appropriate adaptation to environmental forcescan lead to success in the marketplace. Failures are also presented.\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003e This well-referenced book explores and explains the principles and practical application of vital elements of pharmaceutical marketing, including:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e product pricingwith sections on trends, competition, reimbursement programs, public policy, and more \u003c\/li\u003e\n\u003cli\u003e research and developmentincluding strategies relating to new products, product scope, positioning and repositioning, product elimination, diversification, and a fascinating case study about Ibuprofen \u003c\/li\u003e\n\u003cli\u003e promotionrational and nonrational appeals, advertising prescription drugs to consumers, strategic choices among media types, budgeting, and more \u003c\/li\u003e\n\u003cli\u003e place factors, channel systems, physical distribution, and specialists \u003c\/li\u003e\n\u003cli\u003e and much more!\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eIdeal for anyone entering or studying the pharmaceutical industry, Pharmaceutical Marketing: Principles, Environment, and Practice is a one-stop source of reliable knowledge that you’ll refer to again and again! In the editor's words, \u003ci\u003e\u003cb\u003eGood marketing leads to good medicine. Exceptions exist, but when the system works, bad marketing never succeeds for longand neither does bad medicine.\u003c\/b\u003e\u003c\/i\u003e\u003c\/p\u003e","brand":"Taylor \u0026 Francis Inc","offers":[{"title":"Default Title","offer_id":54244028809560,"sku":"9780789015839","price":51.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780789015839_72a95a6a-3feb-4762-bb6a-31d56d26a510.jpg?v=1769163316","url":"https:\/\/agendabookshop.com\/products\/pharmaceutical-marketing-1","provider":"Agenda Bookshop","version":"1.0","type":"link"}