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| Preface | |
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| About the Authors | |
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| Contributors | |
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| Reviewers | |
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| Marketing Principles and Process | |
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| Introduction | |
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| Customer Needs, Wants, Demands, and Value | |
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| Marketing Mix: The Traditional Four Ps | |
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| Segmentation, Targeting, and Positioning | |
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| The Marketing Plan | |
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| Marketing Effectiveness | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Pharmaceutical Marketing and the Industry Environment | |
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| The Prescription | |
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| Customers of Pharmaceutical Manufacturers | |
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| Issues Unique to the Pharmaceutical Market | |
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| Issues Unique to Pharmaceutical Marketing | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Products in the Pharmaceutical Industry: Trends, Identification, Approval, and Monitoring | |
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| Product and Industry Evolution | |
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| Identifying a Good Drug Target for Marketing | |
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| The FDA and Legislative History | |
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| The New Drug Approval Process | |
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| Generic Drugs | |
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| Over-the-Counter Drugs | |
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| Drug Labeling | |
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| Pharmacovigilance | |
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| Marketing's Role During Product Development | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Pharmaceuticals and Pricing | |
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| Price and Positioning | |
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| The Cost of Pharmaceutical Innovation | |
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| Developing an Effective Price Strategy | |
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| Market Assessment: A Starting Point | |
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| Role of Decision Makers: Patients and Prescribers | |
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| The New Decision Makers | |
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| Economic Aspects of Pricing Strategies | |
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| Pricing Strategy and Marketing Goals | |
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| Pricing Strategy Options | |
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| Bundling and Couponing | |
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| Evaluating, Revising, and Adjusting Prices | |
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| Pricing Generic Medications | |
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| Transforming the Price Variable into a Promotional Variable | |
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| Generics' Impact on Brand Pricing | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Place: The Pharmaceutical Industry Supply Chain | |
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| Evolution of the Pharmaceutical Wholesale Industry | |
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| Primary Customers and Industry Dynamics | |
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| Supply Chain Models | |
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| Issues Unique to the Pharmaceutical Wholesale Industry | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Promotional Marketing Activities and Practices | |
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| Commercial Operations | |
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| Pharmaceutical Promotion in Practice | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Medical Affairs | |
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| Medical Affairs | |
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| The Role of the Medical Liaison | |
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| Key Opinion Leader Identification and Development | |
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| Publications | |
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| Use of Reprints | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Regulatory Affairs | |
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| Brief History of Governmental Prescription Drug Regulations | |
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| Office of Prescription Drug Promotion | |
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| Biologies | |
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| Over-the-Counter Drugs | |
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| Corporate Compliance and Corporate Integrity | |
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| PhRMA Code on Interactions with Healthcare Professionals | |
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| Risk Evaluation and Mitigation Strategies | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Direct-to-Consumer (DTC) Prescription Drug Advertising | |
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| History of Direct-to-Consumer Advertising | |
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| DTC Advertising Growth | |
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| DTC Advertising Regulation | |
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| Role of DTC Advertising | |
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| Stakeholder Perspectives on DTC Advertising | |
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| Future of DTC Advertising | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Social Media and Pharmaceutical Marketing: Opportunities and Challenges | |
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| Evolution of Media | |
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| Three Steps to Effective Social Media Use: Listen, Engage, and Optimize | |
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| Constraints | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| The New Four Ps of Pharmaceutical Marketing | |
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| History | |
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| Changing Landscape | |
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| The Old Four Ps: Shifting Paradigm | |
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| The New Four Ps | |
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| Controlled | |
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| Uncontrolled | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Prescribers, Healthcare Practitioners, and Marketing's Role in Practice | |
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| Prescribers | |
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| Prescribing Habits | |
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| Direct Factors that Affect Prescribing | |
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| Indirect Efforts that Affect Prescribers | |
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| Off-Label Prescribing | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| References | |
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| Glossary | |
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| Index | |