Principles of Pharmaceutical Marketing

Principles of Pharmaceutical Marketing, Third Edition offers the perspectives of both those who teach and those who practice pharmaceutical marketing. This reflects the need for and the effort to provide the most relevant “real world” approach to this complex and fascinating field. This text is designed for undergraduate students in pharmacy whose background in marketing is limited, those actually involved in pharmaceutical marketing, and anyone desiring an introduction to the intricacies involved in the marketing of pharmaceutical products.

Contents Part One: The Pharmaceutical Market

Introduction to Pharmaceutical Marketing
Identification of the Market
Market Behavior
Physician Prescribing Habits
Patient Motivation
Market Analysis
Part Two: The Pharmaceutical Product
Drug Development and the Marketing-Research Interface
Diversification and Specialization
Marketing Generic Drugs
Nonprescription Drugs
Part Three: Distribution Channels
The Manufacturer
The Wholesaler
The Retailer
Hospitals and Government Agencies
Part Four: Competitive Practices
Economic and Competitive Aspects of the Pharmaceutical Industry
Advertising
Detailing and Other Forms of Promotion
Retail Competition--The Community Level
International Marketing
Part Five: Controls
Internal Controls
External Controls
Suggested Readings
Index

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