Innovation and marketing in the pharmaceutical industry : emerging practices, research, and policies / Min Ding, Jehoshua Eliashberg, Stefan Stremersch, editors.
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 regu...
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| Other Authors: | , , |
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| Format: | Ebook |
| Language: | English |
| Published: |
New York :
Springer,
2014.
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| Series: | International series in quantitative marketing.
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| Subjects: | |
| Online Access: | Springer eBooks |
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| 245 | 0 | 0 | |a Innovation and marketing in the pharmaceutical industry : |b emerging practices, research, and policies / |c Min Ding, Jehoshua Eliashberg, Stefan Stremersch, editors. |
| 264 | 1 | |a New York : |b Springer, |c 2014. | |
| 300 | |a 1 online resource. | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 347 | |a text file | ||
| 490 | 1 | |a International series in quantitative marketing | |
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | 0 | |t The Pharmaceutical Industry: Specificity, Challenges, and What You Can Learn from this Book / |r Min Ding, Min Ding, Jehoshua Eliashberg, Stefan Stremersch and Stefan Stremersch -- |t Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development / |r Elina Petrova -- |t Portfolio Management in New Drug Development / |r Min Ding, Songting Dong, Jehoshua Eliashberg and Arun Gopalakrishnan -- |t Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies / |r Ulrich A.K. Betz, Nuno Camacho, Michael Gerards and Stefan Stremersch -- |t New Challenges in Alliance Portfolio Management / |r Stefan Wuyts -- |t Evaluating the Impact of Treatment Effectiveness and Side Effects in Prescribing Choices / |r Tat Chan, Chakravarthi Narasimhan and Ying Xie -- |t The Successful Launch and Diffusion of New Therapies / |r Vardit Landsman, Isabel Verniers and Stefan Stremersch -- |t Pharmaceutical Lifecycle Extension Strategies / |r Eelco Kappe -- |t Patent Expiry and Pharmaceutical Market Opportunities at the Nexus of Pricing and Innovation Policy / |r Dipak C. Jain and James G. Conley -- |t Risk Assessment: The Consumer as an Intuitive Statistician / |r Priya Raghubir and Robert Latimer -- |t Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing / |r Veronika Ilyuk, Caglar Irmak, Thomas Kramer and Lauren Block -- |t Factors Affecting Adherence to Governmental Health Warnings and the Case of Over-the-Counter Cough and Cold Medications (OTC-CCM) in Children Under Two / |r Talya Miron-Shatz, Glen M. Doniger and Yaniv Hanoch -- |t Vaccine Marketing / |r Reinhard Angelmar and Pierre A. Morgon -- |t Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient-Physician Relationship / |r Nuno Camacho -- |t Leveraging Peer-to-Peer Networks in Pharmaceutical Marketing / |r Tulikaa Bhatia -- |t Leveraging Social Media in the Pharmaceutical Industry / |r Venkatesh Shankar and Jiaoyang (Krista) Li -- |t Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research / |r Xiaojing Dong, Michael Li and Ying Xie -- |t Pharmaceutical Detailing Elasticities: A Meta-Analysis / |r Shrihari Sridhar, Murali K. Mantrala and Sönke Albers -- |t Marketing Spending Models / |r Marc Fischer and Marc Fischer -- |t Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future / |r Jaap E. Wieringa, Ernst C. Osinga, Enar Ruiz Conde, Peter S.H. Leeflang and Philip Stern -- |t Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review / |r Qiang Liu and Sachin Gupta -- |t How DTCA Influences Prescription Pharmaceutical Markets / |r Demetrios Vakratsas and Ceren Kolsarici -- |t Spillovers and Other Externalities in Pharmaceutical Marketing / |r Ramarao Desiraju and Thanh Van Tran -- |t Closing the Marketing Strategy-Tactics Gap: An Institutional Theory Analysis of Pharmaceutical Value Chain / |r Jagdip Singh and Rama K. Jayanti. |
| 520 | |a 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. | ||
| 588 | 0 | |a Print version record. | |
| 650 | 0 | |a Pharmaceutical industry. |9 316859 | |
| 650 | 0 | |a Pharmaceutical policy. |9 322151 | |
| 650 | 0 | |a Drugs |x Marketing. |9 713098 | |
| 650 | 0 | |a Drug development |x Technological innovations. |9 684943 | |
| 700 | 1 | |a Ding, Min, |e editor. |9 290067 | |
| 700 | 1 | |a Eliashberg, Jehoshua, |e editor. |9 244916 | |
| 700 | 1 | |a Stremersch, Stefan, |e editor. |9 879091 | |
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| 830 | 0 | |a International series in quantitative marketing. |9 1039057 | |
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