Pharmaceutical marketing - Rollins, Brent L.; Perri, Matthew (Burlington, MA : Jones & Bartlett Learning, 2014)
Marketing principles & process -- Pharmaceutical marketing & the industry environment -- Products in the pharmaceutical industry : trends, identification, approval, and monitoring -- Pharmaceuticals & pricing -- Place the pharmaceutical industry supply chain -- Promotional marketing activities & practices -- Medical affairs -- Regulatory affairs -- Direct-to-consumer (DTC) prescription drug advertising -- Social media & pharmaceutical marketing : opportunities and challenges -- The new 4 P's of pharmaceutical marketing -- Prescribers, health care practitioners, & marketing's role in practice.
This book includes online access at www.jblearning.com, please refer library staff for the passwoed.
Includes bibliographical references and index.
Keywords: Drug Industry -- economics -- United States; Marketing -- United States; Pharmaceutical Preparations -- economics -- United States; Drugs -- Marketing; Pharmaceutical industry; United States