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Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies (英语)

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基本信息

  • 出版社: Springer; 2014 (2013年11月14日)
  • 丛书名: International Series in Quantitative Marketing
  • 精装: 768页
  • 语种: 英语
  • ISBN: 9781461478003
  • 条形码: 9781461478003
  • 商品尺寸: 15.6 x 4.1 x 23.4 cm
  • 商品重量: 1.26 Kg
  • ASIN: 1461478006
  • 用户评分: 分享我的评价
  • 亚马逊热销商品排名: 图书商品里排第1,111,667名 (查看图书商品销售排行榜)
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商品描述

目录

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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