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Innovation and Marketing in the Pharmaceutical Industry

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Cover of 'Innovation and Marketing in the Pharmaceutical Industry'

Table of Contents

  1. Altmetric Badge
    Book Overview
  2. Altmetric Badge
    Chapter 1 The Pharmaceutical Industry: Specificity, Challenges, and What You Can Learn from this Book
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    Chapter 2 Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development
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    Chapter 3 Portfolio Management in New Drug Development
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    Chapter 4 Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies
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    Chapter 5 New Challenges in Alliance Portfolio Management
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    Chapter 6 Evaluating the Impact of Treatment Effectiveness and Side Effects in Prescribing Choices
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    Chapter 7 The Successful Launch and Diffusion of New Therapies
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    Chapter 8 Pharmaceutical Lifecycle Extension Strategies
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    Chapter 9 Patent Expiry and Pharmaceutical Market Opportunities at the Nexus of Pricing and Innovation Policy
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    Chapter 10 Risk Assessment: The Consumer as an Intuitive Statistician
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    Chapter 11 Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing
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    Chapter 12 Factors Affecting Adherence to Governmental Health Warnings and the Case of Over-the-Counter Cough and Cold Medications (OTC-CCM) in Children Under Two
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    Chapter 13 Vaccine Marketing
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    Chapter 14 Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient–Physician Relationship
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    Chapter 15 Leveraging Peer-to-Peer Networks in Pharmaceutical Marketing
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    Chapter 16 Leveraging Social Media in the Pharmaceutical Industry
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    Chapter 17 Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research
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    Chapter 18 Pharmaceutical Detailing Elasticities: A Meta-Analysis
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    Chapter 19 Marketing Spending Models
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    Chapter 20 Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future
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    Chapter 21 Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review
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    Chapter 22 How DTCA Influences Prescription Pharmaceutical Markets
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    Chapter 23 Spillovers and Other Externalities in Pharmaceutical Marketing
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    Chapter 24 Closing the Marketing Strategy-Tactics Gap: An Institutional Theory Analysis of Pharmaceutical Value Chain
Attention for Chapter 16: Leveraging Social Media in the Pharmaceutical Industry
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Chapter title
Leveraging Social Media in the Pharmaceutical Industry
Chapter number 16
Book title
Innovation and Marketing in the Pharmaceutical Industry
Published in
International Series in Quantitative Marketing, January 2016
DOI 10.1007/978-1-4614-7801-0_16
Book ISBNs
978-1-4614-7800-3, 978-1-4614-7801-0
Authors

Venkatesh Shankar, Jiaoyang (Krista) Li

X Demographics

X Demographics

The data shown below were collected from the profile of 1 X user who shared this research output. Click here to find out more about how the information was compiled.
Mendeley readers

Mendeley readers

The data shown below were compiled from readership statistics for 15 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 15 100%

Demographic breakdown

Readers by professional status Count As %
Student > Master 3 20%
Student > Bachelor 3 20%
Other 1 7%
Lecturer 1 7%
Professor 1 7%
Other 1 7%
Unknown 5 33%
Readers by discipline Count As %
Business, Management and Accounting 3 20%
Medicine and Dentistry 2 13%
Computer Science 1 7%
Agricultural and Biological Sciences 1 7%
Economics, Econometrics and Finance 1 7%
Other 1 7%
Unknown 6 40%
Attention Score in Context

Attention Score in Context

This research output has an Altmetric Attention Score of 1. This is our high-level measure of the quality and quantity of online attention that it has received. This Attention Score, as well as the ranking and number of research outputs shown below, was calculated when the research output was last mentioned on 08 November 2013.
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#21,160,107
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Outputs from International Series in Quantitative Marketing
#1
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#303,097
of 408,492 outputs
Outputs of similar age from International Series in Quantitative Marketing
#1
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