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Innovation and Marketing in the Pharmaceutical Industry

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Cover of 'Innovation and Marketing in the Pharmaceutical Industry'

Table of Contents

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    Book Overview
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    Chapter 1 The Pharmaceutical Industry: Specificity, Challenges, and What You Can Learn from this Book
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    Chapter 2 Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development
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    Chapter 3 Portfolio Management in New Drug Development
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    Chapter 4 Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies
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    Chapter 5 New Challenges in Alliance Portfolio Management
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    Chapter 6 Evaluating the Impact of Treatment Effectiveness and Side Effects in Prescribing Choices
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    Chapter 7 The Successful Launch and Diffusion of New Therapies
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    Chapter 8 Pharmaceutical Lifecycle Extension Strategies
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    Chapter 9 Patent Expiry and Pharmaceutical Market Opportunities at the Nexus of Pricing and Innovation Policy
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    Chapter 10 Risk Assessment: The Consumer as an Intuitive Statistician
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    Chapter 11 Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing
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    Chapter 12 Factors Affecting Adherence to Governmental Health Warnings and the Case of Over-the-Counter Cough and Cold Medications (OTC-CCM) in Children Under Two
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    Chapter 13 Vaccine Marketing
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    Chapter 14 Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient–Physician Relationship
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    Chapter 15 Leveraging Peer-to-Peer Networks in Pharmaceutical Marketing
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    Chapter 16 Leveraging Social Media in the Pharmaceutical Industry
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    Chapter 17 Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research
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    Chapter 18 Pharmaceutical Detailing Elasticities: A Meta-Analysis
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    Chapter 19 Marketing Spending Models
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    Chapter 20 Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future
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    Chapter 21 Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review
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    Chapter 22 How DTCA Influences Prescription Pharmaceutical Markets
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    Chapter 23 Spillovers and Other Externalities in Pharmaceutical Marketing
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    Chapter 24 Closing the Marketing Strategy-Tactics Gap: An Institutional Theory Analysis of Pharmaceutical Value Chain
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2 tweeters
1 Wikipedia page


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Innovation and Marketing in the Pharmaceutical Industry
Published by
Springer New York, January 2014
DOI 10.1007/978-1-4614-7801-0
978-1-4614-7800-3, 978-1-4614-7801-0

Min Ding, Jehoshua Eliashberg, Stefan Stremersch


Ding, Min, Eliashberg, Jehoshua, Stremersch, Stefan

Twitter Demographics

The data shown below were collected from the profiles of 2 tweeters who shared this research output. Click here to find out more about how the information was compiled.

Mendeley readers

The data shown below were compiled from readership statistics for 219 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 219 100%

Demographic breakdown

Readers by professional status Count As %
Student > Bachelor 2 <1%
Student > Ph. D. Student 1 <1%
Researcher 1 <1%
Unknown 215 98%
Readers by discipline Count As %
Pharmacology, Toxicology and Pharmaceutical Science 1 <1%
Business, Management and Accounting 1 <1%
Agricultural and Biological Sciences 1 <1%
Social Sciences 1 <1%
Unknown 215 98%