Pharmaceutical marketing in the Philippine setting / Felix M. Lao, Jr.
Material type:
- text
- unmediated
- volume
- 9789712718434
- 338.476151599
Item type | Current library | Collection | Call number | Copy number | Status | Barcode | |
---|---|---|---|---|---|---|---|
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Main Library Filipiniana Section | Filipiniana | F 338.476151599 L298p 2006 (Browse shelf(Opens below)) | c. 1 | Room use only | 32536QC | |
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North Fairview Branch Filipiniana Section | Filipiniana | F 338.476151599 L298p 2006 (Browse shelf(Opens below)) | c. 2 | Room use only | 32537QC |
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F 338.4709599 Ag283m 2021 v. 5 Made in QC | F 338.4709599 Ag283m 2021 v. 5 Made in QC | F 338.4709599 Ag283m 2021 v. 5 Made in QC | F 338.476151599 L298p 2006 Pharmaceutical marketing in the Philippine setting | F 338.4768709599 P552 2001 The Philippine garment and textile industries | F 338.47795 P131 2016 The PAGCOR legacy : (winning hearts and minds) | F 338.4791 B136t 2017 Tourism promotion services |
Includes index.
Chapter 1: the pharmaceutical health care industry
The world drug market
The philippine pharmaceutical market
Chapter 2: the health care business in the philippines
Conceptual framework
Theoretical framework
Self-care
The pharmacist today
Finding on the correlation of the filipino consumer's attitude towards common ailments and self-medication practices on OTC drugs
Chapter 3: pharmaceutical marketing
The marketing system, markets, and products
The pharmaceutical marketing system
The pharmaceutical markets
The department of health and other government organizations
Types of pharmaceutical products
Target consumers of drug products
Products categories by therapeutic segments
Chapter 4: the marketing management process in the drug industry
Analyzing market opportunities
Selecting target markets
Demand measurement and forecasting
Market segmentation
Market targeting
The marketing mix
Managing the marketing efforts to meet the changing conditions in the health care business
Chapter 5: Product mix
What is product?
Pharmaceutical product life cycle strategies
Chapter 6: Price mix
What is price?
Who decides for the price of a drug product?
What are the factors influencing the price?
When is pricing a problem to drug companies?
What are the goals of pricing?
What are the pricing strategies used in the drug industry?
Principles in building a drug price policy
Chapter 7: promotions mix
The promotion mix for ethical drug products
The promotions mix for OTC/properietary drug products
The promotion mix of wholesalers and big drugstore chains
Promotion mix defined
Drugstore owners, pharmacists and pharmacy aide/salesclerks
Displays
Posters/streamers/billboards
How to convince a drugstore owner to put a display
Position of displays
Key display guidelines
Checklist for a good display program
Objectives of drugstores in relation to merchandising/displays
Chapter 8: place mix
Place defined
Distribution flowchart
Number of middlemen
Selecting, motivating, and evaluating channel members
Physical distribution system
Chapter 9: formulating and implementing the marketing plan and budget
The marketing plan format
Details of preparing a marketing plan
Chapter 10: Community pharmacy developing competetive advantages
The drugstore market
The 12 segments profile
Generics market in drugstores
Generics market share to total pharma
Drugstore/hospital share
Types of community pharmacy
Highlights of marketing pratices
Manufacturer's support
3 ways of developing a competetive advantage
60 strategies in developing a competitive advantage
12 comparisons between community pharmacy in the '60s and '90s
5 major marketing mix practices
The community pharmacists market audit guidelines 9 steps in the planning guide
Summary of market audit planning guide
Chapter 11: pharmaceutical marketing during turbulent times coping the current financial crisis
Regional economic turmoil
Emerging trends in the industry
Entry of HMO's
Possible remedial measures during devaluation, high inflation, and turbulent market situations
Chapter 12: Health care relationship marketing and core competencies
Relationship marketing
Community and hospital pharmacy
Medical and allied associations
Health care realtionship marketing
Target markets
Relationship selling
Customer service in a community pharmacy
Conceptual framework
Chapter 13: advertising pharmaceutical mass marketing
Introduction to health care advertising
Advertising in promotions mix
Common promotional tools
The target audience
Response hierarchy model
Advertising
Profiles of major media types
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