Pharmaceutical marketing in the Philippine setting / Felix M. Lao Jr.

Includes index.

The Pharmaceutical industry in the Philippines -- The Health care business in the Philippines -- Pharmaceutical marketing : the marketing system, markets and products -- The marketing management process in the drug industry -- Product mix : decisions and strategies -- Price mix : decisions and strategies -- Promotions mix :decisions and strategies -- Place mix : decisions and strategies -- Formulating and implementing the marketing plan and budget -- Community pharmacy : developing competitive advantages -- Case study method -- Pharmaceutical marketing during turbulent times -- Healthcare relationship marketing and core competencies -- Advertising pharmaceutical mass marketing

Pharmaceutical marketing in the Philippine setting, is tailored-fit for the senior students and faculty members in all colleges of pharmacy, and practicing pharmacists in the health care business such as drugstore owners, managers, administrators, officer-in-charge or chief pharmacists of hospital and industrial institutions. This book, will provide clear understanding and deeper appreciation of the concepts and workable application of the marketing mic for various therapeutic drug categories and market segments.