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Global Issues in Pharmaceutical Marketing (Hardcover) (Lea Prevel Katsanis)

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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.

Global Issues in Pharmaceutical Marketing presents both an objective, research-based perspective and a practical perspective on the varied issues which face the pharmaceutical marketing industry. Combining a balanced, analytical view with a global perspective, it examines such issues as pricing, regulation, pharmaceutical branding, direct-to-consumer advertising, and more. It offers a thoughtful and thorough treatment on how to tackle these and other critical issues, making it an ideal resource for students and academics, as well as government, industry, and healthcare professionals.

Number of Pages: 178
Genre: Business + Money Management
Format: Hardcover
Publisher: Taylor & Francis
Author: Lea Prevel Katsanis
Language: English
Street Date: September 2, 2015
TCIN: 16884163
UPC: 9780415895316
Item Number (DPCI): 247-41-4812
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