Global issues in pharmaceutical marketing / by Lea Prevel Katsanis, Ph.D.

Includes bibliographical references and index.

Pharmaceutical industry structure : its effect on marketing performance and product innovation -- The environmental forces that influence industry stakeholders and shape their interactions -- Global health care systems and market access : variations on a theme -- The structure of the global marketing organization and its effect on market performance -- Global pharmaceutical branding : moving from blockbuster to niche strategies -- Traditional industry communication to physicians : promotional and and informational elements -- Digital communication to physicians : closed loop and multichannel marketing -- Direct to consumer advertising : broadcast and print media -- Consumer digital communication channels : eDTCA 1.0, 2.0 and mHealth -- Industry self regulation : finding the balance -- Emerging markets and OTC markets : future opportunities and current challenges -- The industry's declining reputation : a prescription for change.