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

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...

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Bibliographic Details
Corporate Author: SpringerLink (Online service)
Other Authors: Ding, Min. (Editor, http://id.loc.gov/vocabulary/relators/edt), Eliashberg, Jehoshua. (Editor, http://id.loc.gov/vocabulary/relators/edt), Stremersch, Stefan. (Editor, http://id.loc.gov/vocabulary/relators/edt)
Format: Electronic eBook
Language:English
Published: New York, NY : Springer New York : Imprint: Springer, 2014.
Edition:1st ed. 2014.
Series:International Series in Quantitative Marketing, 20
Subjects:
Pharmaceutical technology.
Economic policy.
Finance.
Pharmaceutical Sciences/Technology.
R & D/Technology Policy.
Finance, general.
Online Access:https://doi.org/10.1007/978-1-4614-7801-0
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Table of Contents:
  • 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.

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