Innovation and marketing in the pharmaceutical industry [electronic resource] : emerging practices, research, and policies / Min Ding, Jehoshua Eliashberg, Stefan Stremersch, editors.
Ding, Min, editor of compilation.; Eliashberg, Jehoshua, editor of compilation.; Stremersch, Stefan, editor of compilation.
2014
HD9665.5
Available Online

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Title Innovation and marketing in the pharmaceutical industry [electronic resource] : emerging practices, research, and policies / Min Ding, Jehoshua Eliashberg, Stefan Stremersch, editors.
ISBN 9781461478010 electronic book
1461478014 electronic book
9781461478003
Published New York : Springer, 2014.
Language English
Description 1 online resource.
Call Number HD9665.5
Dewey Decimal Classification 338.4/76151
Summary The pharmaceutical industry is one of today's most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success-or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: · An extensive literature review, including coverage of research from fields other than marketing · an overview of how practitioners have addressed the topic · introduction of relevant analytical tools, such as statistics and ethnographic studies · suggestions for further research by scholars and students The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.
Note Includes index.
Access Note Access limited to authorized users.
Source of Description Description based on print version record.
Added Author Ding, Min, editor of compilation.
Eliashberg, Jehoshua, editor of compilation.
Stremersch, Stefan, editor of compilation.
Available in Other Form Innovation and marketing in the pharmaceutical industry
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Chapter 1 The Pharmaceutical Industry: Specificity, Challenges and What You Can Learn from this Book
Chapter 2 Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development
Chapter 3 Portfolio Management in New Drug Development
Chapter 4 Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies
Chapter 5 New Challenges in Alliance Portfolio Management
Chapter 6 Evaluating the Impact of Treatment Effectiveness and Side Effects in Prescribing Choices
Chapter 7 The Successful Launch and Diffusion of New Therapies
Chapter 8 Pharmaceutical Lifecycle Extension Strategies
Chapter 9 Patent Expiry and Pharmaceutical Market Opportunities at the Nexus of Pricing and Innovation Policy
Chapter 10 Risk Assessment: The Consumer as an Intuitive Statistician
Chapter 11 Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing
Chapter 12 Factors Affecting Adherence to Governmental Health Warnings and the Case of Over-the-Counter Cough and Cold Medications (OTC-CCM) in Children Under Two
Chapter 13 Vaccine Marketing
Chapter 14 Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient-Physician Relationship
Chapter 15 Leveraging Peer-to-Peer Networks in Pharmaceutical Marketing
Chapter 16 Leveraging Social Media in the Pharmaceutical Industry
Chapter 17 Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research
Chapter 18 Pharmaceutical Detailing Elasticities: A Meta-Analysis
Chapter 19 Marketing Spending Models
Chapter 20 Modeling the Effects of Promotional Efforts on Pharmaceutical Demand: What We Know and Challenges for the Future
Chapter 21 Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review
Chapter 22 How DTCA Influences Prescription Pharmaceutical Markets
Chapter 23 Spillovers and Other Externalities in Pharmaceutical Marketing
Chapter 24 Closing the Marketing Strategy-Tactics Gap: An Institutional Theory Analysis of Pharmaceutical Value Chain.

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