Global Issues in Pharmaceutical Marketing
Book Details
Format
Paperback / Softback
ISBN-10
0415895324
ISBN-13
9780415895323
Publisher
Taylor & Francis Ltd
Imprint
Routledge
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Jul 24th, 2015
Print length
192 Pages
Weight
430 grams
Dimensions
25.50 x 20.60 x 2.20 cms
Product Classification:
Sales & marketing
Ksh 15,650.00
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This book presents a research-based and practical perspective on the issues which face the pharmaceutical marketing industry. With a balanced, analytical view and a global perspective, it offers a thorough treatment on how to tackle critical issues.
Global Issues in Pharmaceutical Marketing presents a balanced, research-based perspective combined with a practical outlook on the current issues faced by the ethical, biotech, and generic segments of the pharmaceutical industry. It integrates an analytical approach with a global view to examine such issues as market access, digital marketing, emerging markets, branding, and more. The book covers not only the North American and Western European markets, but focuses on non-Western markets, such as Latin America and Asia. Each chapter is written as an individual essay about a given issue, and where relevant, original cases are provided to illustrate how these issues are currently managed by the global industry.
This book offers a thoughtful and thorough description of the industry’s current situation and integrates the latest scholarly and industry research from different disciplines in one place for convenient reference. It may be used in the following ways:
- To stimulate class discussions and inspire new streams of research for academics and graduate students;
- To introduce the industry to those interested in a career, to orient new industry hires, or to provide experienced practitioners with current research that will enhance their knowledge;
- To provide an understanding of the industry for those in the healthcare sector, such as physicians, pharmacists, as well as medical and pharmacy students; and
- To present recent and relevant research for those in government, public or private payers, and public policy environments to facilitate their decision making.
This book will prove to be a useful resource and an important source of information for academics and their students, professionals, and policymakers around the world.
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