Based on the authors' experiences of working with a wide variety of retail pharmacies, this book is designed to provide pharmacists with a clear understanding of the nature of marketing, and the ways it can contribute to the effective management of their business. It explains how marketing techniques can benefit retail pharmacy, and includes questions and checklists, examples and case histories.
A group of experts, leaders in their fields, provide a formal conjecture on the nature of various aspects of pharmaceutical marketing in the early part of the twenty-first century. Pharmaceutical Marketing in the 21st Century is ideal for product managers, planners, and strategists as it provides guidance for the future of marketing pharmaceutical products. Internationally relevant, this book is now available in Japanese!
The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success—or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: · An extensive literature review, including coverage of research from fields other than marketing · an overview of how practitioners have addressed the topic · introduction of relevant analytical tools, such as statistics and ethnographic studies · suggestions for further research by scholars and students The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.
In the world of economics and business, engaging with loyal customers while also seeking out new, potential customers is a must. With the recent advancements of social media technology, these operations have increased the need for more developed methods to mesh consumer-business relationships and retention. The Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences is a thought-provoking reference source that provides vital insight into the application of present-day customer relationship management within the retail industry. While highlighting topics such as digital communication, e-retailing, and social media marketing, this publication explores in-depth merchandiser knowledge as well as the methods behind positive retailer-consumer relationships. This book is ideally designed for managers, executives, CEOs, sales professionals, marketers, advertisers, brand managers, retail experts, academicians, researchers, and students.
Although pharmacy students and pharmacists receive considerable training and guidance on pharmacy practice, relatively little published information is available on business management specifically relevant to pharmacy. This new text provides a comprehensive introduction to the fundamentals of business management, and will help guide both potential and practising pharmacists, pharmacy owners, branch managers and students through the many pitfalls of running a successful pharmacy. A series of case studies serves to illustrate how material may be applied in practice.
Written by leaders and experts in hospital and health-system practices and published by ASHP, the voice of the health-system pharmacy profession, Introduction to Hospital and Health-System Pharmacy Practice is required reading for students and practitioners alike. It’s a comprehensive manual for institutional pharmacy: legal and regulatory issues, medication safety, informatics, and more. Straightforward definitions and clear explanations provide a basic foundation for on-the-job training in hospitals and health-systems. It’s the only introductory textbook available in institutional pharmacy practice.This practical guide offers a highly readable introduction to key areas of pharmacy practice, including: Managing medication use Managing medication distribution Using technology in health systems Budgeting & finance responsibilities Administering and prepping sterile products Managing people Training options for careers Each chapter presents learning objectives and answers the “so what?” so common among student questions. Chapter reviews, discussion guidelines, key word definitions and interactive exercises augment the learning process.Written by hospital pharmacists for future hospital pharmacists, it’s everything important you need to know from the name you trust.For additional product resources about this publication, visit www.ashp.org/pharmacypractice
Explore the nuts and bolts of marketing pharmaceuticals today! Written by leading authorities in the field, Pharmaceutical Marketing: Principles, Environment, and Practice is the fifth in Dr. Mickey Smith's series of books on the subject which began in the 1960s. In this extraordinary book, he and his co-authors examine the principles of marketing pharmaceuticals, describe the environmental factors that affect their application, and show how these principles can be applied in response to those factors in practice. From the history and development of marketing pharmaceuticals to channel systems, legal requirements, budgeting, and product placement, this essential volume is a comprehensive text that will help students prepare for successful careers in this expanding field. From editor Mickey Smith: “Looking back on 40 years of experience, I’ve recently begun saying that most of the things I knew about pharmaceutical marketing over the years that made me so smart are not true anymore. But the fact is that the principles of marketing are as true as they were when they appeared in my first book (published in 1968). What has changed, and had to change, was the way the principles are applied. “This book is based on the premise that marketing follows certain principles and that pharmaceutical marketing is affected by a variety of environmental influences which lead to a rich array of marketing practices. These practices are presented to demonstrate how the successful application of marketing principles—with appropriate adaptation to environmental forces—can lead to success in the marketplace. Failures are also presented.” This well-referenced book explores and explains the principles and practical application of vital elements of pharmaceutical marketing, including: product pricing—with sections on trends, competition, reimbursement programs, public policy, and more research and development—including strategies relating to new products, product scope, positioning and repositioning, product elimination, diversification, and a fascinating case study about Ibuprofen promotion—rational and nonrational appeals, advertising prescription drugs to consumers, strategic choices among media types, budgeting, and more place factors, channel systems, physical distribution, and specialists and much more! Ideal for anyone entering or studying the pharmaceutical industry, Pharmaceutical Marketing: Principles, Environment, and Practice is a one-stop source of reliable knowledge that you’ll refer to again and again! In the editor's words, “Good marketing leads to good medicine. Exceptions exist, but when the system works, bad marketing never succeeds for long—and neither does bad medicine.”
Principles of Pharmaceutical Marketing, Third Edition offers the perspectives of both those who teach and those who practice pharmaceutical marketing. This reflects the need for and the effort to provide the most relevant “real world” approach to this complex and fascinating field. This text is designed for undergraduate students in pharmacy whose background in marketing is limited, those actually involved in pharmaceutical marketing, and anyone desiring an introduction to the intricacies involved in the marketing of pharmaceutical products.
Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization. The second edition of Retail Marketing and Branding includes the following updates: * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters
