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Bullseyes and blunders: lessons from 100 cases in pharmaceutical marketing

By: Chaganti, Subba Rao.
Publisher: Hyderabad PharmaMed Press 2019Description: xxiv, 593 p. Hardbound.ISBN: 978-9388-305-44-0.Subject(s): Pharmacetical MarketingDDC classification: 615.068/Cha
Contents:
Contents: 1. The Pharmaceutical Market 2. The Pharmaceutical Product 3. Therapeutic Leadership 4. Product Launch Strategy 5. Life Cycle Management 6. Pharmaceutical Marketing Practices: Good and Bad 7. Disease Branding 8. Blue Ocean Strategy 9. The Pricing Strategies 10. Pharma and Social Media
Summary: Summary, etc Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing is a first-of-its-kind of a book. The book is an invaluable resource for the practitioners as well as the students of pharmaceutical marketing. The case studies presented in the book offer many experiential insights into how some of the world’s renowned pharmaceutical marketers built, launched, defended and managed their brands and steered them clear of competition. The Bullseyes in the book present a snapshot of these winning brands. Studying the Blunders or failures or flops too is significant for the practitioners and students of marketing alike. Because these provide the much needed insights into the essential Don’ts while building and managing their brands. Bullseyes and Blunders provides a more practical understanding of various topics that are highly relevant for the Pharma brand managers and marketing managers. These are market opportunity analysis, product positioning, product launches, lifecycle management, building and defending a disease-franchise among others.
List(s) this item appears in: Book Alert-March 2020
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Item type Current location Call number Status Date due Barcode Item holds
Case Study Case Study Main Library
ON SHELF
615.068/ Cha/ 37145 (Browse shelf) Available 11137145
Case Study Case Study Main Library
ON SHELF
615.068/ Cha/ 37141 (Browse shelf) Available 11137141
Case Study Case Study Main Library
ON SHELF
615.068/ Cha/ 37143 (Browse shelf) Available 11137143
Case Study Case Study Main Library
ON SHELF
615.068/ Cha/ 37142 (Browse shelf) Available 11137142
Case Study Case Study Main Library
ON SHELF
615.068/ Cha/ 37144 (Browse shelf) Available 11137144
Total holds: 0

Contents:


1. The Pharmaceutical Market

2. The Pharmaceutical Product

3. Therapeutic Leadership

4. Product Launch Strategy

5. Life Cycle Management

6. Pharmaceutical Marketing Practices: Good and Bad

7. Disease Branding

8. Blue Ocean Strategy

9. The Pricing Strategies

10. Pharma and Social Media

Summary, etc Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing is a first-of-its-kind of a book. The book is an invaluable resource for the practitioners as well as the students of pharmaceutical marketing. The case studies presented in the book offer many experiential insights into how some of the world’s renowned pharmaceutical marketers built, launched, defended and managed their brands and steered them clear of competition. The Bullseyes in the book present a snapshot of these winning brands. Studying the Blunders or failures or flops too is significant for the practitioners and students of marketing alike. Because these provide the much needed insights into the essential Don’ts while building and managing their brands. Bullseyes and Blunders provides a more practical understanding of various topics that are highly relevant for the Pharma brand managers and marketing managers. These are market opportunity analysis, product positioning, product launches, lifecycle management, building and defending a disease-franchise among others.

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