Pharmaceutical Marketing: Principles, Environment, and Practice

Written by leading authorities in the field, Pharmaceutical Marketing: Principles, Environment, and Practice is the fifth book on the subject from Dr. Mickey Smith. In this volume, 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. This well-referenced book explores pricing, research and development, promotion, place factors, the channel system, and more! "This group of experienced authors has provided a comprehensive and well-organized description of the marketing of Pharmaceuticals. I found the link between a firm's environment and its strategy to be especially insightful. Greatly informative for novices to pharmaceutical marketing. ... I intend to use it with my students. ... Allows the reader to readily identify the key factors in each of the traditional four Ps of marketing: product, price, place, and...