Pharmaceutical Product Branding Strategies Simulating Patient Flow and Portfolio Dynamics |
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| Author:
| Peck, Corey
Paich, Mark
Valant, Jason |
| ISBN: | 978-1-4200-8770-3 |
| Publication Date: | Mar 2009 |
| Publisher: | CRC Press LLC
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| Book Format: | Hardback |
| List Price: | USD $190.00 |
Book Description:
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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...
More DescriptionThis 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.
Features in the text include: