TY  - BOOK
AU  - Katsanis,Lea Prevel
TI  - Global issues in pharmaceutical marketing
SN  - 9780415895316
U1  - 615.10688 K L G 
PY  - 2016///
CY  - New York
PB  - Routledge
KW  - Drugs
KW  - Marketing
KW  - Pharmaceutical industry
N1  - 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
ER  -