TY  - BOOK
AU  - Lao,Felix M.,Jr
TI  - Pharmaceutical marketing in the Philippine setting
SN  - 9789712718434
U1  - 338.476151599 
PY  - 2006///]
CY  - Pasig City
PB  - Anvil Publishing
KW  - Pharmaceutical industry
KW  - Philippines
KW  - Drugs
KW  - Marketing
KW  - lcgft
N1  - 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
ER  -