@article{695989,
      recid = {695989},
      author = {Ding, Min, and Eliashberg, Jehoshua, and Stremersch,  Stefan,},
      title = {Innovation and marketing in the pharmaceutical industry  emerging practices, research, and policies / [electronic  resource] :},
      pages = {1 online resource.},
      note = {Includes index.},
      abstract = {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.},
      url = {http://library.usi.edu/record/695989},
}