Pharmaceutical Marketing

Designed as a practical guide for the pharmaceutical industry this book covers how to apply cutting-edge marketing concepts and tools to the real-world intricacies of marketing a heavily regulated product whose success is determined not by the actual end-user but by various industry stakeholders. From creating a worldwide vision that cascades into local tactics to managing a drug portfolio or pricing a particular product this book guides readers through developing implementing and auditing a successful marketing strategy geared specifically to the pharmaceutical industry. It provides graphs tables worksheets pharmaceutical case studies and a sample marketing strategy.