Specialists drawn from industry, agency and academia explain the role of the various elements in the marketing communications process, and show how a reassessme

Marketing in the pharmaceutical and healthcare sector requires a particular set of skills; its intricacies mean planning is an essential prerequisite. The marke

Global Issues in Pharmaceutical Marketing presents a balanced, research-based perspective combined with a practical outlook on the current issues faced by the e

Documents how science has provided an astonishing array of medicines for coping with human ailments. This volume addresses industry leaders, economic influences

Worldwide, there are varying Codes of Practice/Conduct for the pharmaceutical industry that ensure the industry self-regulates to promote the appropriate use of