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131031s2014 xxu| s |||| 0|eng d |
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|a 9781461478010
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| 024 |
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|a 10.1007/978-1-4614-7801-0
|2 doi
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| 040 |
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|a Sistema de Bibliotecas del Tecnológico de Costa Rica
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| 245 |
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|a Innovation and Marketing in the Pharmaceutical Industry :
|b Emerging Practices, Research, and Policies /
|c edited by Min Ding, Jehoshua Eliashberg, Stefan Stremersch.
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| 250 |
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|a 1st ed. 2014.
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| 260 |
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|a New York, NY :
|b Springer New York :
|b Imprint: Springer,
|c 2014.
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| 300 |
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|a VII, 768 p. 111 illus., 95 illus. in color. :
|b online resource.
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| 336 |
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|a text
|b txt
|2 rdacontent
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| 337 |
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|a computer
|b c
|2 rdamedia
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| 338 |
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|a online resource
|b cr
|2 rdacarrier
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| 490 |
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|a International Series in Quantitative Marketing,
|v 20
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| 505 |
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|a Chapter 1 The Pharmaceutical Industry: Specificity, Challenges and What You Can Learn from this Book -- Chapter 2 Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development -- Chapter 3 Portfolio Management in New Drug Development -- Chapter 4 Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies -- Chapter 5 New Challenges in Alliance Portfolio Management -- Chapter 6 Evaluating the Impact of Treatment Effectiveness and Side Effects in Prescribing Choices -- Chapter 7 The Successful Launch and Diffusion of New Therapies -- Chapter 8 Pharmaceutical Lifecycle Extension Strategies -- Chapter 9 Patent Expiry and Pharmaceutical Market Opportunities at the Nexus of Pricing and Innovation Policy -- Chapter 10 Risk Assessment: The Consumer as an Intuitive Statistician -- Chapter 11 Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing -- Chapter 12 Factors Affecting Adherence to Governmental Health Warnings and the Case of Over-the-Counter Cough and Cold Medications (OTC-CCM) in Children Under Two -- Chapter 13 Vaccine Marketing -- Chapter 14 Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient-Physician Relationship -- Chapter 15 Leveraging Peer-to-Peer Networks in Pharmaceutical Marketing -- Chapter 16 Leveraging Social Media in the Pharmaceutical Industry -- Chapter 17 Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research -- Chapter 18 Pharmaceutical Detailing Elasticities: A Meta-Analysis -- Chapter 19 Marketing Spending Models -- Chapter 20 Modeling the Effects of Promotional Efforts on Pharmaceutical Demand: What We Know and Challenges for the Future -- Chapter 21 Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review -- Chapter 22 How DTCA Influences Prescription Pharmaceutical Markets -- Chapter 23 Spillovers and Other Externalities in Pharmaceutical Marketing -- Chapter 24 Closing the Marketing Strategy-Tactics Gap: An Institutional Theory Analysis of Pharmaceutical Value Chain.
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| 650 |
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0 |
|a Pharmaceutical technology.
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| 650 |
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0 |
|a Economic policy.
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| 650 |
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0 |
|a Finance.
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| 650 |
1 |
4 |
|a Pharmaceutical Sciences/Technology.
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| 650 |
2 |
4 |
|a R & D/Technology Policy.
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| 650 |
2 |
4 |
|a Finance, general.
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| 700 |
1 |
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|a Ding, Min.
|e editor.
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| 700 |
1 |
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|a Eliashberg, Jehoshua.
|e editor.
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| 700 |
1 |
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|a Stremersch, Stefan.
|e editor.
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| 710 |
2 |
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|a SpringerLink (Online service)
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| 773 |
0 |
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|t Springer eBooks
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