Katsanis, Lea Prevel. <br/><br/>
Global issues in pharmaceutical marketing / 
by Lea Prevel Katsanis, Ph.D. 
 - New York :  Routledge,  2016. 
 - 178p.;   24 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780415895316 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Drugs--Marketing.<br/>Pharmaceutical industry.
<br/><br/><label>Dewey Class. No.: </label>615.10688 K L G