Global Issues in Pharmaceutical Marketing

Global Issues in Pharmaceutical Marketing presents a balanced, research-based perspective combined with a practical outlook on the current issues faced by the ethical, biotech, and generic segments of the pharmaceutical industry. It integrates an analytical approach with a global view to examine such issues as market access, digital marketing, emerging markets, branding, and more. The book covers not only the North American and Western European markets, but focuses on non-Western markets, such as Latin America and Asia. Each chapter is written as an individual essay about a given issue, and where relevant, original cases are provided to illustrate how these issues are currently managed by the global industry.

This book offers a thoughtful and thorough description of the industry’s current situation and integrates the latest scholarly and industry research from different disciplines in one place for convenient reference. It may be used in the following ways:

• To stimulate class discussions and inspire new streams of research for academics and graduate students;
• To introduce the industry to those interested in a career, to orient new industry hires, or to provide experienced practitioners with current research that will enhance their knowledge;
• To provide an understanding of the industry for those in the healthcare sector, such as physicians, pharmacists, as well as medical and pharmacy students; and
• To present recent and relevant research for those in government, public or private payers (insurance companies), and public policy environments to facilitate their decision-making.

This book will prove to be a useful resource and an important source of information for academics and their students, professionals and policymakers around the world.

Lea Katsanis is the Chair and an Associate Professor in the Department of Marketing
at Concordia University, Canada. Dr. Katsanis has research interests in product and marketing management, advertising, social marketing, and pharmaceutical marketing. She has published in the Journal of Product and Brand Management, Journal of Consumer Marketing, the Journal of International Consumer Marketing, and the Journal of Pharmaceutical Marketing and Management. She has also published for the Haworth Press, and abstracts of her conference papers appear in the Journal of Macromarketing.