بازاریابی دارویی و دارو-اقتصاد: فرصت‌ها، چالش‌ها و راه پیش رو (مدیریت کسب‌وکار قرن بیست و یکم)

“Of immense use as the authors highlight the overall ethnography of big pharma in the healthcare sector, with the opportunities and challenges in the outside world. . . . Readers will have a picture of the marketing strategies to be adopted to boost the pharmaceutical business.” —From the Foreword by Dhruv Galgotia, CEO, Galgotias University, Greater Noida, India With particular emphasis on modeling, methodologies, data sources, and application to real-world dilemmas, this new book provides an overview of the pharmaceutical marketplace, discussing pharmacoeconomics in pharmaceutical manufacturing, pharma policy and management, pharmaceutical marketing strategies, the economics of clinical trials for drugs, the role of patents in economic development, and much more. Overviews marketing strategies adopted by different pharmaceutical companies. Highlights major marketing problems that concern pharmaceutical industry and describes new technologies as solutions. Reviews marketing strategies and their effects on behavior of consumers and physicians. Cover Half Title Title Page Copyright Page Dedication Series Page About the Editors Table of Contents Contributors Abbreviations Foreword Preface 1. Overview of the Pharmaceutical Marketplace 2. Big Pharma and BRIC Health Systems: Policy and Management Dilemmas 3. Affiliate Marketing and the Symbiotic Relationship in the Pharma Industry 4. Empathic Innovation in the Healthcare Industry 5. Recent Trends in the Knowledge-Based Economy of Patents 6. The Implications of Pharmacoeconomics in Pharmaceutical Manufacturing 7. Overview of the Marketing Strategies Adopted by Different Pharmaceutical Companies 8. Role of Patents in Economic Development and Integration 9. The Environment of Marketing Management in Transitory Businesses 10. Clinical Trials for Drugs: Pharmacoeconomics’s Function and Their Emerging Effective Outcomes 11. The Implications of Pharma Marketing to Improve Return on Investment (ROI) 12. Government Healthcare Initiatives and the Demand for Pharmaceuticals 13. Looking Forward to the Future of Pharma Marketing and Pharmacoeconomics 14. Pharma Marketing in India: Prospects and Challenges 15. Looking Forward Toward Pharmacoeconomics and Pharma Marketing Index