M. Ding — Innovation and Marketing in the Pharmaceutical Industry

Автор: M. Ding
Название книги: Innovation and Marketing in the Pharmaceutical Industry
Формат: PDF
Жанр: Медицина, Управление и экономика фармации
Страницы: 763
Качество: Изначально компьютерное, E-book

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 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

Innovation and the Product Life Cycle
Elina Petrova Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development
Min Ding, Songting Dong, Jehoshua Eliashberg and Arun Gopalakrishnan Portfolio Management in New Drug Development
Ulrich A.K. Betz, Nuno Camacho, Michael Gerards and Stefan Stremersch Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies
Stefan Wuyts New Challenges in Alliance Portfolio Management
Tat Chan, Chakravarthi Narasimhan and Ying Xie Evaluating the Impact of Treatment Effectiveness and Side Effects in Prescribing Choices
Eelco KappeVardit Landsman, Isabel Verniers and Stefan Stremersch The Successful Launch and Diffusion of New Therapies Pharmaceutical Lifecycle Extension Strategies
Dipak C. Jain and James G. Conley Patent Expiry and Pharmaceutical Market Opportunities at the Nexus of Pricing and Innovation Policy
Patient and Physician Behavior
Priya Raghubir and Robert Latimer Risk Assessment: The Consumer as an Intuitive Statistician
Veronika Ilyuk, Caglar Irmak, Thomas Kramer and Lauren Block Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing
Talya Miron-Shatz, Glen M. Doniger and Yaniv Hanoch Factors Affecting Adherence to Governmental Health Warnings and the Case of Over-the-Counter Cough and Cold Medications (OTC-CCM) in Children Under Two
Reinhard Angelmar and Pierre A. Morgon Vaccine Marketing
Nuno CamachoPatient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient–Physician Relationship
Tulikaa Bhatia Leveraging Peer-to-Peer Networks in Pharmaceutical Marketing
Venkatesh Shankar and Jiaoyang (Krista) Li Leveraging Social Media in the Pharmaceutical Industry
Marketing of Pharmaceuticals
Xiaojing Dong, Michael Li and Ying Xie Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research
Shrihari Sridhar, Murali K. Mantrala and Sönke Albers Pharmaceutical Detailing Elasticities: A Meta-Analysis
Marc Fischer Marketing Spending Models
Jaap E. Wieringa, Ernst C. Osinga, Enar Ruiz Conde, Peter S.H. Leeflang and Philip Stern Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future
Qiang Liu and Sachin Gupta Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review
Demetrios Vakratsas and Ceren Kolsarici How DTCA Influences Prescription Pharmaceutical Markets
Ramarao Desiraju and Thanh Van Tran Spillovers and Other Externalities in Pharmaceutical Marketing
Jagdip Singh and Rama K. Jayanti Closing the Marketing Strategy-Tactics Gap: An Institutional Theory Analysis of Pharmaceutical Value Chain
About the Authors