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Pharmaceutical Marketing: Principles, Environment, and Practice (Hardcover)

by Eugene Mick Kolassa (Author), James Greg Perkins (Author), Bruce R Siecker (Author) "Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual..." (more)
Key Phrases: wholesale distrihutors, pharmaceutical marketing principles, channel specialists, United States, Cosmetic Act, United Kingdom (more...)
2.8 out of 5 stars See all reviews (5 customer reviews)
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Product Description
(Pharmaceutical Products Press) Univ. of Mississippi, Jackson. Text examines the principles of marketing pharmaceuticals, describes the environmental factors affecting application, and practice. Topics include pricing, research and development, promotion, place factors, and the channel system.

Product Details

  • Hardcover: 368 pages
  • Publisher: Informa HealthCare; 1 edition (March 12, 2002)
  • Language: English
  • ISBN-10: 078901582X
  • ISBN-13: 978-0789015822
  • Product Dimensions: 8.6 x 6.2 x 1.2 inches
  • Shipping Weight: 1.6 pounds (View shipping rates and policies)
  • Average Customer Review: 2.8 out of 5 stars See all reviews (5 customer reviews)
  • Amazon.com Sales Rank: #475,562 in Books (See Bestsellers in Books)

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Inside This Book (learn more)
First Sentence:
"Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives." Read the first page
Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
wholesale distrihutors, pharmaceutical marketing principles, channel specialists, drug marketers, analgesic market, purchase audit, pharmaceutical marketers, pharmaceutical promotion, prescription drug advertising, pharmaceutical pricing, competitive index, chain warehouses, promotion expenditure, promotion mix, managing place, drug amendments, market specialists, drug wholesalers, drug samples
Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Cosmetic Act, United Kingdom, Pharmaceutical Executive, Glaxo Wellcome, World War, Industry Profile, Office of Drug Evaluation, Linking Therapy, Waxman-Hatch Act, American Home Products, New York, Third Edition, Bristol-Myers Squibb, Federal Trade Commission Act
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5 Reviews
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Average Customer Review
2.8 out of 5 stars (5 customer reviews)
 
 
 
 
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6 of 7 people found the following review helpful:
3.0 out of 5 stars Good as introduction to pharmaceutical marketing, October 17, 2003
By Daniel Stigberg (Stockholm Sweden) - See all my reviews
This review is from: Pharmaceutical Marketing: Principles, Environment, and Practice (Paperback)
The book is a good introduction to pharmaceutical marketing that I can recommend. However, it feels too academic (sometime not really applicable in real life). I also lack the forward-looking aspects of the book; for example, how is a business thinking transforming the industry, what major trends are there.
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3 of 3 people found the following review helpful:
1.0 out of 5 stars Ineffective at teaching you how to market pharmaceutical products, June 2, 2006
This review is from: Pharmaceutical Marketing: Principles, Environment, and Practice (Paperback)
I found this book to be fairly useless. It provides good definitions to all the key aspects/elements/entities in the pharmaceutical space but there was little practical material. I was looking for a reference about how to put a marketing plan together and what a pharmaceutical plan would look like and did NOT find it in this book.

It was also sparse on pharma specific frameworks. It describes Porter's 5 Forces, the three C's and of course the four P's but you can get that in any marketing/strategy book. There must be something better out there that is better suited to pharma.
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1.0 out of 5 stars NOT a Practical guide.., November 24, 2007
This review is from: Pharmaceutical Marketing: Principles, Environment, and Practice (Paperback)
If you want something to read and apply on your next working day then find something else. This is really so good to get a background and the hype of the area. If you have got long breaks, interested to know the field by reading on holidays then this will make it.

Conclusion: The last word in the title is misleading "Practice", I did not find any.
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Most Recent Customer Reviews

5.0 out of 5 stars Great insider info in to the world business of pharma
I recently opened a wholesale company that sells medicine to pharmacies. I used the book extensivly to make my business plan. Read more
Published on June 28, 2006 by J. Flores

4.0 out of 5 stars Pharmaceutical Marketing - Book Review
The book covers a comprehensive aspects of marketing in Pahrmaceutical industry and it's a great book for the beginners as well as advanced professionals to learn important... Read more
Published on September 30, 2005 by Kailash Jain

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