Principles, Environment, and Practice
Normal Price: $65.99
Your Price: $59.39 AUD, inc. GST
Shipping: $7.95 per order
You Save: $6.60! (10% off normal price)
Plus...earn $2.97 in Boomerang Bucks
Availability: Available, ships in 7-10 days
Pharmaceutical Marketing by Mickey Charles Smith
Book DescriptionExplore the nuts and bolts of marketing pharmaceuticals today! Written by leading authorities in the field, Pharmaceutical Marketing: Principles, Environment, and Practice is the fifth in Dr. Mickey Smith's series of books on the subject which began in the 1960s. In this extraordinary book, he and his co-authors examine the principles of marketing pharmaceuticals, describe the environmental factors that affect their application, and show how these principles can be applied in response to those factors in practice. From the history and development of marketing pharmaceuticals to channel systems, legal requirements, budgeting, and product placement, this essential volume is a comprehensive text that will help students prepare for successful careers in this expanding field. From editor Mickey Smith: "Looking back on 40 years of experience, I've recently begun saying that most of the things I knew about pharmaceutical marketing over the years that made me so smart are not true anymore. But the fact is that the principles of marketing are as true as they were when they appeared in my first book (published in 1968). What has changed, and had to change, was the way the principles are applied. "This book is based on the premise that marketing follows certain principles and that pharmaceutical marketing is affected by a variety of environmental influences which lead to a rich array of marketing practices. These practices are presented to demonstrate how the successful application of marketing principles--with appropriate adaptation to environmental forces--can lead to success in the marketplace. Failures are also presented." This well-referenced book explores and explains the principles and practical application of vital elements of pharmaceutical marketing, including: * product pricing--with sections on trends, competition, reimbursement programs, public policy, and more * research and development--including strategies relating to new products, product scope, positioning and repositioning, product elimination, diversification, and a fascinating case study about Ibuprofen * promotion--rational and nonrational appeals, advertising prescription drugs to consumers, strategic choices among media types, budgeting, and more * place factors, channel systems, physical distribution, and specialists * and much more! Ideal for anyone entering or studying the pharmaceutical industry, Pharmaceutical Marketing: Principles, Environment, and Practice is a one-stop source of reliable knowledge that you'll refer to again and again! In the editor's words, "Good marketing leads to good medicine. Exceptions exist, but when the system works, bad marketing never succeeds for long--and neither does bad medicine."
Buy Pharmaceutical Marketing book by Mickey Charles Smith from Australia's Online Bookstore, Boomerang Books.
Book DetailsISBN: 9780789015839
(210mm x 148mm x 25mm)
Imprint: Haworth Press Inc
Publisher: Taylor & Francis Inc
Publish Date: 1-Mar-2002
Country of Publication: United States
» Have you read this book? We'd like to know what you think about it - write a review about Pharmaceutical Marketing book by Mickey Charles Smith and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a member - it's free to sign up!)
Bestselling Books: Our Current Bestsellers | Australia's Hottest 1000 Books | Bestselling Fiction | Bestselling Crime Mysteries and Thrillers | Bestselling Non Fiction Books | Bestselling Sport Books | Bestselling Gardening and Handicrafts Books | Bestselling Biographies | Bestselling Food and Drink | Bestselling History | Bestselling Travel Books | Bestselling School Textbooks & Study Guides | Bestselling Children's General Non-Fiction | Bestselling Young Adult Fiction | Bestselling Children's Fiction | Bestselling Picture Books | Top 100 US Bestsellers
Phone: 1300 36 33 32 (9am-5pm Mon-Fri AEST) - International: +61 2 9960 7998 - Online Form
Address: Boomerang Books, 878 Military Road, Mosman Junction, NSW, 2088
© 2003-2017. All Rights Reserved. Eclipse Commerce Pty Ltd - ACN: 122 110 687 - ABN: 49 122 110 687
For every $20 you spend on books, you will receive $1 in Boomerang Bucks loyalty dollars. You can use your Boomerang Bucks as a credit towards a future purchase from Boomerang Books. Note that you must be a Member (free to sign up) and that conditions do apply.