Pharmaceutical Marketing

Reflecting the dramatic changes in pharmacy, pharmaceutical education, and the pharmaceutical industry in recent years, this volume focuses on the practice of marketing both prescription and nonprescription medications. In a dozen comprehensive chapters, author Mickey Smith highlights the economic, social, and legal aspects of marketing pharmaceutical products, examines the consumers and prescribers, and explores successful marketing, pricing, and distributions strategies. A reference for anyone involved in pharmaceutical marketing, this book should prove of great benefit not only to market researchers but also the chain-store executives, wholesale executives, and detail men, especially those new to these positions. In addition, it will serve as a good text for graduate and undergraduate students in pharmaceutical marketing programmes. Although consciously directed at those who would or do practice pharmaceutical marketing, the book will also provide and understanding of the functions of pharmaceutical marketing for nonpractitioners as well.