Innovation and Marketing in the Pharmaceutical Industry Emerging Practices, Research, and Policies /

• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Άλλοι συγγραφείς: Ding, Min (Επιμελητής έκδοσης), Eliashberg, Jehoshua (Επιμελητής έκδοσης), Stremersch, Stefan (Επιμελητής έκδοσης)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: New York, NY : Springer New York : Imprint: Springer, 2014.
• Σειρά: International Series in Quantitative Marketing, 20
• Θέματα: Medicine.; Finance.; Pharmaceutical technology.; Economic policy.; Biomedicine.; Pharmaceutical Sciences/Technology.; R & D/Technology Policy.; Finance, general.

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 regulator...

Πίνακας περιεχομένων:

• Chapter 1 The Pharmaceutical Industry: Specificity, Challenges and What You Can Learn from this Book
• Chapter 2 Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development
• Chapter 3 Portfolio Management in New Drug Development
• Chapter 4 Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies
• Chapter 5 New Challenges in Alliance Portfolio Management
• Chapter 6 Evaluating the Impact of Treatment Effectiveness and Side Effects in Prescribing Choices
• Chapter 7 The Successful Launch and Diffusion of New Therapies
• Chapter 8 Pharmaceutical Lifecycle Extension Strategies
• Chapter 9 Patent Expiry and Pharmaceutical Market Opportunities at the Nexus of Pricing and Innovation Policy
• Chapter 10 Risk Assessment: The Consumer as an Intuitive Statistician
• Chapter 11 Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing
• Chapter 12 Factors Affecting Adherence to Governmental Health Warnings and the Case of Over-the-Counter Cough and Cold Medications (OTC-CCM) in Children Under Two
• Chapter 13 Vaccine Marketing
• Chapter 14 Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient-Physician Relationship
• Chapter 15  Leveraging Peer-to-Peer Networks in Pharmaceutical Marketing
• Chapter 16 Leveraging Social Media in the Pharmaceutical Industry
• Chapter 17 Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research
• Chapter 18 Pharmaceutical Detailing Elasticities: A Meta-Analysis
• Chapter 19 Marketing Spending Models
• Chapter 20 Modeling the Effects of Promotional Efforts on Pharmaceutical Demand: What We Know and Challenges for the Future
• Chapter 21 Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review
• Chapter 22 How DTCA Influences Prescription Pharmaceutical Markets
• Chapter 23 Spillovers and Other Externalities in Pharmaceutical Marketing
• Chapter 24 Closing the Marketing Strategy-Tactics Gap: An Institutional Theory Analysis of Pharmaceutical Value Chain.