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OverviewPharmaceutical Marketing will provide students and new industry professionals with a thorough overview of the general principles of marketing including marketing as a process, marketing effectives in the pharmaceutical environment, and coverage of marketing brand and generic drugs with special emphasis on direct-to-consumer advertising and the impact of social media and technology. Two unique chapters of the text are Chapter 10 Social Media, which addresses exactly what Social Media is, how it is currently being used within the industry, and how it should be used from the manufacturer's perspective; and Chapter 11 The New 4 P's of Pharmaceutical Marketing takes a unique look at how the Internet and mobile technology has shaped the pharmaceutical industry and shifted the promotion paradigm to these current 'P's' - Predictive modeling/analysis, Personalization, Peer-to-peer networking and Participation. Pharmaceutical Marketing examines the current pharmaceutical marketing environment from both an academic and practical perspective with a focus on providing practical applications of all material discussed according to the perspectives of various market segments including industry, community, and institutional pharmacy, as well as the practicing pharmacist. Full Product DetailsAuthor: Brent L. Rollins , Matthew PerriPublisher: Jones and Bartlett Publishers, Inc Imprint: Jones and Bartlett Publishers, Inc Dimensions: Width: 15.20cm , Height: 2.30cm , Length: 22.60cm Weight: 0.425kg ISBN: 9781449697990ISBN 10: 1449697992 Pages: 282 Publication Date: 26 February 2013 Audience: Professional and scholarly , College/higher education , Professional & Vocational , Tertiary & Higher Education Replaced By: 9781284190236 Format: Hardback Publisher's Status: Active Availability: To order  Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us. Table of ContentsReviewsAuthor InformationDr. Brent Rollins is an Assistant Professor of Pharmacy Practice at the Philadelphia College of Osteopathic Medicine (PCOM) – Georgia Campus School of Pharmacy and practicing community pharmacist. Dr. Rollins received his PhD in pharmaceutical marketing from the University of Georgia. His research focus is on health care consumer behavior, specifically pharmaceuticals. He has published, presented, and consulted in the areas of pharmaceutical marketing and financial analysis in pharmacy practice. In addition to his research, Dr. Rollins teaches courses on the US Health Care System, Pharmacy Administration & Management, and an elective in Pharmaceutical Marketing. Tab Content 6Author Website:Countries AvailableAll regions |
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