Innovation and Marketing in the Pharmaceutical Industry

1. The Pharmaceutical Industry: Specificity, Challenges, and What You Can Learn from this Book
Min Ding, Min Ding, Jehoshua Eliashberg, Stefan Stremersch, Stefan Stremersch

2. Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development
Elina Petrova

3. Portfolio Management in New Drug Development
Min Ding, Songting Dong, Jehoshua Eliashberg, Arun Gopalakrishnan

4. Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies
Ulrich A. K. Betz, Nuno Camacho, Michael Gerards, Stefan Stremersch

5. New Challenges in Alliance Portfolio Management
Stefan Wuyts

6. Evaluating the Impact of Treatment Effectiveness and Side Effects in Prescribing Choices
Tat Chan, Chakravarthi Narasimhan, Ying Xie

7. The Successful Launch and Diffusion of New Therapies
Vardit Landsman, Isabel Verniers, Stefan Stremersch

8. Pharmaceutical Lifecycle Extension Strategies
Eelco Kappe

9. Patent Expiry and Pharmaceutical Market Opportunities at the Nexus of Pricing and Innovation Policy
Dipak C. Jain, James G. Conley

10. Risk Assessment: The Consumer as an Intuitive Statistician
Priya Raghubir, Robert Latimer

11. Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing
Veronika Ilyuk, Caglar Irmak, Thomas Kramer, Lauren Block

12. Factors Affecting Adherence to Governmental Health Warnings and the Case of Over-the-Counter Cough and Cold Medications (OTC-CCM) in Children Under Two
Talya Miron-Shatz, Glen M. Doniger, Yaniv Hanoch

13. Vaccine Marketing
Reinhard Angelmar, Pierre A. Morgon

14. Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient–Physician Relationship
Nuno Camacho

15. Leveraging Peer-to-Peer Networks in Pharmaceutical Marketing
Tulikaa Bhatia

16. Leveraging Social Media in the Pharmaceutical Industry
Venkatesh Shankar, Jiaoyang (Krista) Li

17. Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research
Xiaojing Dong, Michael Li, Ying Xie

18. Pharmaceutical Detailing Elasticities: A Meta-Analysis
Shrihari Sridhar, Murali K. Mantrala, Sönke Albers

19. Marketing Spending Models
Marc Fischer, Marc Fischer

20. Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future
Jaap E. Wieringa, Ernst C. Osinga, Enar Ruiz Conde, Peter S. H. Leeflang, Philip Stern

21. Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review
Qiang Liu, Sachin Gupta

22. How DTCA Influences Prescription Pharmaceutical Markets
Demetrios Vakratsas, Ceren Kolsarici

23. Spillovers and Other Externalities in Pharmaceutical Marketing
Ramarao Desiraju, Thanh Tran

24. Closing the Marketing Strategy-Tactics Gap: An Institutional Theory Analysis of Pharmaceutical Value Chain
Jagdip Singh, Rama K. Jayanti

Keywords: Economics/Management Science, Economics/Management Science, general, Pharmaceutical Sciences/Technology, R & D/Technology Policy, Finance/Investment/Banking