Pharmaceutical product branding strategies : simulating patient flow and portfolio dynamics /
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| Author / Creator: | Paich, Mark. |
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| Edition: | 2nd ed. |
| Imprint: | New York : Informa Healthcare, c2009. |
| Description: | viii, 295 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/7684296 |
| Summary: | This updated Second Edition details how marketers, forecasters, and brand planners can achieve optimal success by building internally consistent simulation models to project future behavior of patients, physicians, and R&D processes. By introducing the reader to the complexities facing many pharmaceutical firms, specifically issues around cross-functional coordination and knowledge integration, this guide provides a framework for dynamic modeling of interest to several pharmaceutical markets, including epidemiology, market definitions, compliance/persistency, and revenue generation in the context of patient flows or movements. <p>Features in the text include:</p> |
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| Item Description: | Rev. ed. of: Pharmaceutical product strategy. c2005. |
| Physical Description: | viii, 295 p. : ill. ; 24 cm. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781420087703 1420087703 |
