000			01761nam a2200241Ia 4500
003			NULRC
005			20250520094808.0
008			250520s9999 xx 000 0 und d
020			_a9789712718427
040			_cNULRC
050			_aHD 9627.P62 .L36 2006
100			_aLao, Felix M. _eauthor
245		0	_aPharmaceutical marketing in the Philippine setting / _cFelix M. Lao
250			_aFOURTH EDITION.
260			_aPasig City, Philippines : _bAnvil Publications, _cc2006
300			_axv, 481 pages : _billustrations ; _c27 cm.
365			_bUSD510
504			_aIncludes index.
505			_aChapter 1 : The Pharmaceutical health care industry -- Chapter 2 : The Health care business in the Philippines -- Chapter 3 : Pharmaceutical marketing : the marketing systems, markets, and products -- Chapter 4 : The Marketing management process in the drug industry -- Chapter 5 : Product mix : decisions and strategies -- Chapter 6 : Price mix : decisions and strategies -- Chapter 7 : Promotions mix : decisions and strategies -- Chapter 8 : Place mix : decisions and strategies -- Chapter 9 : Formulating and implementing the marketing plan and budget -- Chapter 10 : Community pharmacy : developing competitive advantages -- Chapter 11 : Pharmaceutical marketing during turbulent times : coping the current financial crisis -- Chapter 12 : Health care relationship marketing and core competencies -- Chapter 13 : Advertising pharmaceutical mass marketing.
520			_aPharmaceutical marketing, 4th edition, is the final answer. It aims to help cushion the impact of rising costs of drugs and medicines so pharmaceutical business firms can stay competitive in a highly volatile business environment.
650			_aDRUG -- MARKETING
942			_2lcc _cBK
999			_c2822 _d2822