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Rollins, Brent L.

Pharmaceutical marketing / Brent L. Rollins, Matthew Perri. - xx, 281 pages : illustrations ; 23 cm

Includes bibliographical references and index.

Marketing principles & process -- Pharmaceutical marketing & the industry environment -- Products in the pharmaceutical industry : trends, identification, approval, and monitoring -- Pharmaceuticals & pricing -- Place the pharmaceutical industry supply chain -- Promotional marketing activities & practices -- Medical affairs -- Regulatory affairs -- Direct-to-consumer (DTC) prescription drug advertising -- Social media & pharmaceutical marketing : opportunities and challenges -- The new 4 P's of pharmaceutical marketing -- Prescribers, health care practitioners, & marketing's role in practice.

ISBN: 9781449626594 1449626599 9781449697990 1449697992

LCCN: 2012036241

Subjects--Topical Terms:
Drugs--Marketing.
Pharmaceutical industry--United States.
Drug Industry--economics--United States.
Marketing--United States.
Pharmaceutical Preparations--economics--United States.

LC Class. No.: HD9665.5 / .R65 2014

Dewey Class. No.: 338.476151 / R.B.P