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020 _a9781461478010
_9978-1-4614-7801-0
024 7 _a10.1007/978-1-4614-7801-0
_2doi
050 4 _aHB71-74
072 7 _aK
_2bicssc
072 7 _aBUS000000
_2bisacsh
082 0 4 _a330
_223
100 1 _aDing, Min.
_eeditor.
245 1 0 _aInnovation and Marketing in the Pharmaceutical Industry
_h[electronic resource] :
_bEmerging Practices, Research, and Policies /
_cedited by Min Ding, Jehoshua Eliashberg, Stefan Stremersch.
260 1 _aNew York, NY :
_bSpringer New York :
_bImprint: Springer,
_c2014.
300 _aVII, 768 p. 111 illus., 95 illus. in color.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aInternational Series in Quantitative Marketing,
_x0923-6716 ;
_v20
505 0 _aChapter 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.
520 _aThe 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.  
650 0 _aEconomics.
650 0 _aPharmaceutical technology.
650 1 4 _aEconomics/Management Science.
650 2 4 _aEconomics/Management Science, general.
650 2 4 _aPharmaceutical Sciences/Technology.
650 2 4 _aR & D/Technology Policy.
650 2 4 _aFinance/Investment/Banking.
700 1 _aEliashberg, Jehoshua.
_eeditor.
700 1 _aStremersch, Stefan.
_eeditor.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9781461478003
830 0 _aInternational Series in Quantitative Marketing,
_x0923-6716 ;
_v20
856 4 0 _uhttp://dx.doi.org/10.1007/978-1-4614-7801-0
912 _aZDB-2-SBE
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