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.
Disseminates state-of-the art research findings and new conceptual thinking related to pharmaceutical marketing
Covers all major aspects of pharmaceutical marketing, including R&D, promotion, pricing, branding, competitive strategy, portfolio analysis
Features contributions by leading researchers from around the world
Applies a variety of techniques, including game theory, statistical analysis, and ethnographic research