Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies (International Series in Quantitative Marketing)

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9781461478003: Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies (International Series in Quantitative Marketing)

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.

 

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

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Edité par Springer-Verlag New York Inc., United States (2013)
ISBN 10 : 1461478006 ISBN 13 : 9781461478003
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Description du livre Springer-Verlag New York Inc., United States, 2013. Hardback. État : New. 2014 ed.. Language: English . Brand New Book. 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 RD, 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. N° de réf. du libraire KNV9781461478003

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Description du livre Springer-Verlag New York Inc., United States, 2013. Hardback. État : New. 2014 ed.. Language: English . Brand New Book. 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 RD, 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. N° de réf. du libraire KNV9781461478003

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Min Ding (editor), Jehoshua Eliashberg (editor), Stefan Stremersch (editor)
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Description du livre Springer-Verlag New York Inc., United States, 2013. Hardback. État : New. 2014 ed.. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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 RD, 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. N° de réf. du libraire LIE9781461478003

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Description du livre Springer Nov 2013, 2013. Buch. État : Neu. Neuware - 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: 776 pp. Englisch. N° de réf. du libraire 9781461478003

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