| Title: | Global issues in pharmaceutical marketing |
| Authors: | Lea Prevel KATSANIS, Author |
| Material Type: | Electronic document |
| Publisher: | Routledge, 2016 |
| ISBN (or other code): | 978-0-415-89532-3 |
| Size: | XII-178 p / pdf |
| General note: |
La version électronique est disponible par crédits.
Prêt chronodégradable après 21 jours. |
| Languages: | English |
| Class number: | 735.1 (Marketing thématique) |
| Descriptors: |
Thésaurus du Management DIRECT MARKETING ; EXPERIENTIAL MARKETING ; PHARMACEUTICAL INDUSTRY SECTOR ; RETAIL MARKETING |
| Abstract: | This book presents a balanced, research-based perspective combined with a practical outlook on the current issues faced by the ethical, biotech, and generic segments of the pharmaceutical industry. It integrates an analytical approach with a global view to examine such issues as market access, digital marketing, emerging markets, branding, and more. The book covers not only the North American and Western European markets, but focuses on non-Western markets, such as Latin America and Asia. Each chapter is written as an individual essay about a given issue, and where relevant, original cases are provided to illustrate how these issues are currently managed by the global industry. This book offers a thoughtful and thorough description of the industry's current situation and integrates the latest scholarly and industry research from different disciplines in one place for convenient reference. (source Dawsonenter) |
Digital copies (1)
 Lien vers l'ebook URL |
