Pharmaceutical Marketing: A Practical Guide

1st Edition

Dimitris Dogramatzis

CRC Press
Published October 1, 2001
Reference - 400 Pages
ISBN 9781574911183 - CAT# PH118X

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Summary

Designed as a practical guide for the pharmaceutical industry, this book covers how to apply cutting-edge marketing concepts and tools to the real-world intricacies of marketing a heavily regulated product whose success is determined not by the actual end-user, but by various industry stakeholders. From creating a worldwide vision that cascades into local tactics to managing a drug portfolio or pricing a particular product, this book guides readers through developing, implementing, and auditing a successful marketing strategy geared specifically to the pharmaceutical industry. It provides graphs, tables, worksheets, pharmaceutical case studies, and a sample marketing strategy.

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