Pharmaceutical product branding strategies
Subtitle: simulating patient flow and portfolio dynamics
By: Mark Paich, Corey Peck, Jason J. Valant.
Contributors: Peck, Corey.; Valant, Jason.; Paich, Mark.
Edition: 2nd ed.
Publisher: Informa Healthcare USA
Published: 2009
Place of publication: New York
Language: eng
ISBN-13: 9781420087703
Subjects: Drugs -- Marketing; Brand name products -- Mathematical models; Pharmaceutical industry -- Mathematical models; Drug Industry -- economics; Marketing -- methods; Models, Economic
Notes: Rev. ed. of: Pharmaceutical product strategy. c2005.

Includes bibliographical references and index.
Table of contents: title: Traditional approaches to brand planning : the disconnect between product strategies and commercial evaluations; title: Dynamic modeling approach to brand planning : operationally understanding key marketplace dynamics; title: The dynamic modeling language; title: Patient flow sector of the standard template dynamic model; title: Extensions of the standard template; title: Data for the standard template dynamic model; title: Specific models of patient flow dynamics; title: Dynamic models of doctor adoption of newly released pharmaceuticals; title: Agent-based modeling approach; title: Treatment attractiveness of pharmaceutical products; title: Integrating the three sectors of the standard template dynamic model; title: Strategy testing using integrated standard template model; title: Dynamic modeling of first-mover advantage and network effects; title: Dynamic modeling of new marketplaces : techniques for dealing with uncertainty; title: Integrating standard template dynamic models across indications; title: Dynamic modeling of pharmaceutical pipeline portfolio issues.