ABSTRACT

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.

part |2 pages

Part One: The Pharmaceutical Market

chapter 1|20 pages

Introduction to Pharmaceutical Marketing

chapter 2|23 pages

Identification of the Market

chapter 3|20 pages

Market Behavior

chapter 4|20 pages

Physician Prescribing Habits

chapter 5|27 pages

Patient Motivation

chapter 6|24 pages

Market Analysis

part |2 pages

Part Two: The Pharmaceutical Product

chapter 8|18 pages

Diversification and Specialization

chapter 9|16 pages

Marketing Generic Drugs

chapter 10|23 pages

Nonprescription Drugs

part |2 pages

Part Three : Distribution Channels

chapter 11|17 pages

The Manufacturer

chapter 12|24 pages

The W holesaler

chapter 13|29 pages

The Retailer

chapter 14|40 pages

Hospitals and Government Agencies

part |2 pages

Part Four : Competitive Practices

chapter 16|31 pages

Advertising

chapter 17|18 pages

Detailing and Other Forms of Promotion

chapter 18|30 pages

Retail Competition— The Community Level

chapter 19|9 pages

International Marketing

part |2 pages

Part F iv e : Controls

chapter 20|26 pages

Internal Controls

chapter 21|29 pages

External Controls