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Table of Contents
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.
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.