Pharmaceutical Marketing Research: Applications and Cases (Series on Pharmaceutical Marketing Management)

Author: Hou Shengtian (Editor-in-Chief)
Publisher:
Publish Date: 2005-02-01
Features: Proven Practices in Pharmaceutical Marketing—Successful implementation of pharmaceutical marketing requires market research as the prerequisite, marketing strategies as the core, and terminal marketing as the key. This book focuses on the front-end of pharmaceutical marketing—market research. It briefly introduces the basic theories of marketing and emphasizes the technical methods of marketing research, providing know-how tools for local pharmaceutical marketing. Additionally, it includes practical case studies with credible materials and actionable solutions to assist you in conducting marketing! The book adheres to classic theories while integrating national conditions. It emphasizes practicality and simplicity,ing on the current state of domestic pharmaceutical enterprises to teach advanced and effective marketing theories, practical skills, and successful case studies. The aim is to solve real-world problems and rapidly improve individual work capabilities and organizational performance.
The pharmaceutical health industry is a global sunrise industry with rapid market growth. The "Pharmaceutical Marketing Management Series" aims to introduce marketing theories proven effective through domestic and international practices, summarizing the achievements of marketing theory research and practice in China over the past two decades. It provides a convenient gateway for marketing professionals in pharmaceutical enterprises to master and apply relevant theories and methods. As a part of the "Pharmaceutical Marketing Management Series," this book focuses on marketing theories directly related to pharmaceutical market research, including the basics of pharmaceutical marketing management, an overview of pharmaceutical marketing research, professional market research, and the techniques and tools of pharmaceutical marketing research. In the application section, it emphasizes research work closely related to current pharmaceutical marketing, such as prescription drug research and physician prescribing behavior studies, OTC consumer research, pharmaceutical marketing strategy research, pharmaceutical advertising research, and new drug product marketing research. As a supplement and enhancement, the book includes some operational case studies of pharmaceutical marketing research for reference by pharmaceutical marketing professionals—these cases are research projects conducted by professional researchers and consultants, with "credible" materials and "actionable" solutions, making them rare practical case studies. Overall, the book emphasizes the selectivity of marketing theory and the practicality of case studies, combining theory and application.
The readers of this book include:
- Management and employees of pharmaceutical production enterprises
- Management and employees of pharmaceutical distribution and pharmacy chains
- Employees in pharmaceutical marketing, planning, advertising, training, and consulting research
- Pharmaceutical representatives of pharmaceutical production and marketing enterprises
- Faculty and students of universities and colleges in economic management, pharmaceutical health management, pharmacy, and medical fields.