Marketing Planning for the Pharmaceutical Industry
| Author | : | |
| Rating | : | 4.87 (790 Votes) |
| Asin | : | 0566026309 |
| Format Type | : | paperback |
| Number of Pages | : | 208 Pages |
| Publish Date | : | 0000-00-00 |
| Language | : | English |
DESCRIPTION:
He is also the author of 15 other books. John Lidstone is an internationally recognised leader in management and marketing consultancy. From Senior Brand Manager at Beecham Pharmaceuticals, she became a Managing Consultant at a major London-based marketing consultancy, where she met and worked closely with John Lidstone. He also lectures on modules for the MSc in Pharmaceutical Medicin
Marketing Planning for the Pharmaceutical Industry is based on real life experience built up over many years. Now in its second edition, this bestselling book has become the standard text for all product managers, marketing managers and directors working in this demanding industry. A new orientation to external analysis and a reworking of the application of SWOT analysis, along with fresh material on sales forecasting and strategy implementation, bring the book up to date with current thinking and industry trends. The marketing planning system described in this book has been designed to enable marketing and product executives to produce a plan which serves as a dynamic management tool which will help them to get from where they are now to where they want to be next year and thereafter. Marketing in the pharmaceutical and healthcare sector requires a particular set of skills; its intricacies mean planning is an essential prerequisite. It is the only book of this type which tailors marketing to those working in the sector and as such is a unique, invaluable and indispensable resource.. Each chapter takes the reader throu
Useful diagrams which add to the text rather than detracting from it are skilfully deployed at sensible intervals. Humer, CEO, F. Quietly, the authors roll out the concepts underlying the whole marketing plan without the reader being enveloped in incomprehensible jargon - the words have been defined and absorbed painlessly by the reader along the way.' Pharmaceutical Physician 'a good way into the subject.' Bibliothek, November 1999 'I consider her Janice MacLennan to be one of the best marketers I have met in the pharmaceutical business.' Michaela Golic, Therapy Marketing Manager, Gastrointestinal Area, Emerging Marketing, AstraZeneca . Readers, whose hearts sink at the start of a new planning cycle, will be motivated by the claim that following this simple, consistent and universal process can cut down on planning time. The layout is attractive and eas
It's actually more general than specific to Pharmaceuticals This book is an elegant and agreeable summary of Kotler's marketing management and Porter's competitive strategy. This is half of what I was expecting. However I was also expecting that these broad marketing concepts would be adapted and tailored to the specifics of The Pharmaceutical Industry. Unfortunately and unlike what is suggested by the title, the book has the rhetoric and the feel of a general marketing textbook rather than a Pharmaceutical oriented manual. At a macro level the words "p. An expensive, but good base Much of the classic marketing thought (Identifying core capabilities, External/Internal analysis, SWOT analysis, Marget segmentation, BCG analysis, Commuunications techniques, Promotion mix analysis, etc.) as well as presentation and communication techniques are discussed here. The book has a nice addition on the PR side ties with Marketing, important specifically to the DTC side of advertising pharmaceuticals. Specifically deals with market plan development, working with various agencies, and . One reason why the pharma industry is tanking Dr. van der Linden ---becomes evident when you examine this book. As a previous reviewer noted, the authors of this work undertake to utter an authoritative text on pharmaceutical market planning without even acknowledging the existence of either industry codes of conduct in marketing and promotion *or* government regulatory agencies empowered to come down like an avalanche on pharma companies whose officers violate the restrictions of 21 CFR 202.1 and associated laws.Throughout the '90s, all the industry ever he