Principles of Pharmaceutical Marketing

Mickey C. Smith Ph.D.

Contents
Part One: The Pharmaceutical Market



Introduction to Pharmaceutical Marketing
Identification of the Market
Market Behavior
Physician Prescribing Habits
Patient Motivation
Market Analysis
Part Two: The Pharmaceutical Product
Drug Development and the Marketing-Research Interface
Diversification and Specialization
Marketing Generic Drugs
Nonprescription Drugs
Part Three: Distribution Channels
The Manufacturer
The Wholesaler
The Retailer
Hospitals and Government Agencies
Part Four: Competitive Practices
Economic and Competitive Aspects of the Pharmaceutical Industry
Advertising
Detailing and Other Forms of Promotion
Retail Competition--The Community Level
International Marketing
Part Five: Controls
Internal Controls
External Controls
Suggested Readings
Index