Global Issues in Pharmaceutical Marketing

Global Issues in Pharmaceutical Marketing is a valuable tool for lobbyists, politicians, journalists, students, professors and those in the industry. Its usefulness as a primer for new hires and students of the industry is clear. However, its thought provoking coverage will be helpful to decision makers as they chart the course of their organizations. Dennis Pitta, Professor of Marketing, J. William Middendorf Chair in Business, University of Baltimore It is refreshing to see one of the top academic researchers in the area providing such a good overview of pharmaceutical marketing in one single point, a book. This book is providing good insights to the special characteristics of the context, including the characteristics of the industry, the environmental forces, the structure of the healthcare system and the industry self-regulation and reputation. It also discusses appropriate marketing practices for success in the pharmaceutical sector both traditional, such as marketing organisation, branding and traditional marketing communications, and new, such as consumer digital communication channels. The content and the academic rigor of the book make it an excellent read for various audiences, including practitioners in the area, individuals interested on the effects of the context and the environment of the development of marketing strategies, as well as students who want to understand how the tools they are encountering in other courses are applied in a real context. It is just an excellent book to have and draw real examples from. Dr Cleopatra Veloutsou, Co-Editor in Chief - Journal of Product and Brand Management