Product Description

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:

This well-referenced book explores and explains the principles and practical application of vital elements of pharmaceutical marketing, including: Ideal for anyone entering or studying the pharmaceutical industry, Pharmaceutical Marketing: Principles, Environment, and Practice is a one-stop source of reliable knowledge that youll 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 longand neither does bad medicine.