000			03235nam a2200217Ia 4500
003			NULRC
005			20250520102826.0
008			250520s9999 xx 000 0 und d
020			_a9781461478003
040			_cNULRC
050			_aHD 9665.5 .I56 2014
245		0	_aInnovation and marketing in the pharmaceutical industry : _bemerging practices, research, and policies / _cedited by Min Ding, Jehoshua Eliashberg, and Stefan Stremersch
260			_aNew York : _bSpringer, _cc2014
300			_avii, 768 pages : _bcolor illustrations ; _c24 cm.
504			_aIncludes bibliographical references and index.
505			_aChapter 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.
520			_aThe 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.
650			_aPHARMACEUTICAL INDUSTRY
700			_aDing, Min;Eliashberg, Jehoshua;Stremersch, Stefan _eeditor;co-editor;co-editor
942			_2lcc _cBK
999			_c16297 _d16297