Pharmaceutical Marketing - Principles, Environment and Practice

Pharmaceutical Marketing, authored by Eugene Mick Kolassa, James Greg Perkins, and Bruce R. Siecker, offers a thorough exploration of the core principles and practices that drive the pharmaceutical industry today. Drawing on the authors’ extensive expertise, this 2002 hardcover volume dissects how foundational marketing principles are adapted to meet the challenges posed by an ever-evolving market landscape. The book delves into essential topics such as product pricing, research and development strategies, innovative promotional tactics, and the intricacies of distribution channels. With clear case studies and analytical insights, it emphasizes both the successful applications of marketing strategies and the lessons learned from less favorable outcomes. Ideal for professionals and students alike, Pharmaceutical Marketing provides a balanced mix of theory and practical application. Through its comprehensive and detailed approach, the book equips readers with the tools needed to navigate and succeed in the competitive world of pharmaceutical marketing.