Table of Contents

Preface, Section I: Introduction, Chapter 1. General Principles, The Evolution of Marketing, The Development of Pharmaceutical Marketing, The Social Functions of Marketing, The Right Product, The Right Quantity, The Right Place, The Right Price, The Right Time, Spreading the Word, Marketing Management, The Social Position of Pharmaceutical Marketing, Chapter 2. General Environment, Introduction, Patients and Customers: The Inner Circles, The Outer Ring: The Aggregate Environment, The Middle Ring, Conclusion, Chapter 3. General Practices, Introduction, Who Are We? Who Are Those Other People? What Can We Do About Them?, What Business Are We In? How Does This Guide Us?, Internal Review—Another Look at the Corporate Navel, Section II: Product, Chapter 4. Principles of Product Research and Development, Product Scope Strategy, New Product Strategy, Product Positioning Strategy, Product Repositioning Strategy, Product Elimination Strategy, Diversification Strategy, Ibuprofen—From Drug to Drug Products: A Case, Chapter 5. Responsiveness of the Pharmaceutical Industry to Its External Environment, High-Value Molecule Selection, Clinical (Drug) Development and Launch Project Management Skills, R & D Life Cycle Management Postapproval, Mergers, Conclusion, Chapter 6. Product Research and Development Practices, Orphan Drug Act, Expedited Drug Approval, Prescription Drug User Fee Act of 1992 (PDUFA), FDA Modernization Act of 1997 (FDAMA), Conclusion, Section III: Price, Chapter 7. Pharmaceutical Pricing Principles,