Consumer Behavior in Pharmaceuticals: For Pharmaceutical Affairs Management and Pharmaceutical Marketing Majors

Author: Wang Mingxu, Editor-in-Chief
Publisher:
Publish Date: 2006-07-01
Features: This textbook began its research in July 2004, held a demonstration meeting in December 2004, and convened an editor-in-chief meeting in June 2005. During the writing process, it strictly adhered to the "Five Principles" (ideological nature, scientific nature, advanced nature, heuristic nature, and applicability), thoroughly explained the "Three Basics" (basic theories, basic knowledge, and basic skills), and aimed to teach students how to fish, thereby improving their comprehensive qualities and enabling them to independently analyze and solve problems using the knowledge they learned. This book takes an in-depth analysis and elaboration of the characteristics and basic laws of pharmaceutical consumer behavior as its main thread, examining the pharmaceutical market and consumer behavior in the context of Chinese culture from multiple perspectives. It systematically analyzes various social environmental factors influencing pharmaceutical consumer behavior, the methods for measuring and evaluating pharmaceutical consumer behavior, the interactive characteristics between the needs of pharmaceutical consumers and the pharmaceutical consumption market, as well as relevant strategies related to pharmaceutical consumer behavior. The book consists of fourteen chapters, discussing and elaborating on the needs and purchase motivations of pharmaceutical consumers, the attitudes and changes of pharmaceutical consumers, the analysis of pharmaceutical consumer behavior, and the decision-making process of pharmaceutical consumer behavior. It also covers pharmaceutical consumer groups and pharmaceutical consumer behavior, social environment and pharmaceutical consumer behavior, pharmaceutical product markets and consumer behavior, pharmaceutical products and consumer behavior, pharmaceutical product promotion activities and pharmaceutical consumer behavior, as well as the rights protection and consumer responsibilities of pharmaceutical consumers.