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Pharma Marketing Tool Box

Description

Contents

About the author

Product details

Presentation

 

 

Description

The “Pharma Marketing Tool Box” provides a clear, precise and concise review of the key concepts most relevant and useful in the context of pharmaceutical marketing.
It includes a selection of practical, ready-to-use tools and methodologies, specifically developed for the strategic marketing planning process in the pharmaceutical industry.
This user-friendly “tool box” has been designed to be an everyday reference book for both pharmaceutical executives and post-graduate students.

 

Contents

The purpose of the “Pharma Marketing Tool Box” is to provide a concise and illustrated review of major marketing topics in the context of the pharmaceutical industry.

Introduction

 Part 1: Market Research

Part 2: Strategic Marketing

Portfolio & Process

Segmentation – Targeting & Positioning 

Part 3: Operational Marketing

Brand / Product

Price

Place (Distribution)

Promotion

Sales force

Resource allocation

Part 4: Marketing Planning

About the author

Jean-Michel Peny is President of the Strategy and Management consulting firm Smart Pharma Consulting, Director of Smart Pharma Institute of Management, Lecturer in Pharmaceutical Strategy and Marketing at the ESCP Europe and ESSEC Business Schools, the Faculty of Pharmaceutical Sciences (Paris XI) and the Faculty of Medicine (Paris VI).

Prior to founding Smart Pharma Consulting in 2001, Jean-Michel advised many of the leading global pharmaceutical companies during his 25 years as a Strategy and Management consultant with Bain & Co, AT Kearney, Arthur D.Little, and ISO HealthCare Group. Prior to his consulting career, Jean-Michel was a General Manager in the pharmaceutical industry for over seven years with Servier and Novartis.

Jean-Michel holds a doctorate in Pharmaceutical Sciences from the University of Nantes, a master in International Business from the University of Lyon III and an MBA from HEC Business School.

He is a former affiliate professor at HEC Business School and has published over 40 articles on business issues related to the pharmaceutical industry, as well as several books: "Pharma Market Insight & Strategy" (2012 and 2013),  "Pharma Companies Strategies, Key Facts & Figures" (2010 and 2011), “Pharma Marketing Tool Box” (2008 and 2015) and co-authored "Le marketing du médicament en question(s)" (Vuibert-2008).

Product details

Wire-bound handbook: 246 pages
Publisher: Smart Pharma Consulting
Language: English
ISBN: 978-2-9531818-5-2

Price (incl. tax)

* The decreasing price applies to all units ordered (e.g. if 15 units are ordered, the total amount will be 15 x € 240, i.e. € 3,600 incl. VAT)


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