Pharmaceutical product branding strategies simulating patient flow and portfolio dynamics
by
Paich, Mark.
Title
:
Pharmaceutical product branding strategies simulating patient flow and portfolio dynamics
Author
:
Paich, Mark.
ISBN
:
9781420087710
Edition
:
2nd ed.
Publication Information
:
New York : Informa Healthcare, c2009.
Physical Description
:
viii, 295 p. : ill.
Contents
:
1. Traditional approaches to brand planning : the disconnect between product strategies and commercial evaluations -- 2. Dynamic modeling approach to brand planning : operationally understanding key marketplace dynamics -- 3. The dynamic modeling language -- 4. Patient flow sector of the standard template dynamic model -- 5. Extensions of the standard template -- 6. Data for the standard template dynamic model -- 7. Specific models of patient flow dynamics -- 8. Dynamic models of doctor adoption of newly released pharmaceuticals -- 9. Agent-based modeling approach -- 10. Treatment attractiveness of pharmaceutical products -- 11. Integrating the three sectors of the standard template dynamic model -- 12. Strategy testing using integrated standard template model -- 13. Dynamic modeling of first-mover advantage and network effects -- 14. Dynamic modeling of new marketplaces : techniques for dealing with uncertainty -- 15. Integrating standard template dynamic models across indications -- 16. Dynamic modeling of pharmaceutical pipeline portfolio issues.
Subject Term
:
Drugs -- Marketing.
Brand name products -- Mathematical models.
Pharmaceutical industry -- Mathematical models.
Added Author
:
Peck, Corey.
Valant, Jason.
Paich, Mark. Pharmaceutical product strategy.
Electronic Access
:
Library | Material Type | Item Barcode | Shelf Number | [[missing key: search.ChildField.HOLDING]] | Status |
---|
Online Library | E-Book | 287934-1001 | ONLINE | | Elektronik Kütüphane |