Innovation and Marketing in the Pharmaceutical Industry

Emerging Practices, Research, and Policies

  • Min Ding
  • Jehoshua Eliashberg
  • Stefan Stremersch

Part of the International Series in Quantitative Marketing book series (ISQM, volume 20)

Table of contents

  1. Front Matter
    Pages i-vii
  2. Min Ding, Min Ding, Jehoshua Eliashberg, Stefan Stremersch, Stefan Stremersch
    Pages 1-18
  3. Min Ding, Songting Dong, Jehoshua Eliashberg, Arun Gopalakrishnan
    Pages 83-118
  4. Ulrich A. K. Betz, Nuno Camacho, Michael Gerards, Stefan Stremersch
    Pages 119-148
  5. Tat Chan, Chakravarthi Narasimhan, Ying Xie
    Pages 171-187
  6. Vardit Landsman, Isabel Verniers, Stefan Stremersch
    Pages 189-223
  7. Priya Raghubir, Robert Latimer
    Pages 287-313
  8. Veronika Ilyuk, Caglar Irmak, Thomas Kramer, Lauren Block
    Pages 315-344
  9. Reinhard Angelmar, Pierre A. Morgon
    Pages 365-423
  10. Venkatesh Shankar, Jiaoyang (Krista) Li
    Pages 477-505
  11. Shrihari Sridhar, Murali K. Mantrala, Sönke Albers
    Pages 531-556
  12. Marc Fischer, Marc Fischer
    Pages 557-589
  13. Jaap E. Wieringa, Ernst C. Osinga, Enar Ruiz Conde, Peter S. H. Leeflang, Philip Stern
    Pages 591-628
  14. Demetrios Vakratsas, Ceren Kolsarici
    Pages 651-672
  15. Ramarao Desiraju, Thanh Van Tran
    Pages 673-700
  16. Back Matter
    Pages 737-768

About this book


The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment.  The stakes are high, with each new product raising the prospect of spectacular success—or failure.  Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry.  In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management.  Chapters include such features as:

·         An extensive  literature review, including coverage of research from fields other than marketing

·         an overview of how practitioners have addressed the topic

·         introduction of relevant analytical tools, such as statistics and ethnographic studies

·         suggestions for further research by scholars and students


The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.



Branding Market response model Patient relationship management Pharmaceutical industry Portfolio management Pricing Research and Development (R&D) marketing

Editors and affiliations

  • Min Ding
    • 1
  • Jehoshua Eliashberg
    • 2
  • Stefan Stremersch
    • 3
  1. 1.Smeal College of BusinessThe Pennsylvania State UniversityUniversity ParkUSA
  2. 2.The Wharton SchoolUniversity of PennsylvaniaPhiladelphiaUSA
  3. 3.Department of Business EconomicsErasmus School of Economics, Erasmus University RotterdamRotterdamThe Netherlands

Bibliographic information

  • DOI
  • Copyright Information Springer Science+Business Media New York 2014
  • Publisher Name Springer, New York, NY
  • eBook Packages Biomedical and Life Sciences
  • Print ISBN 978-1-4614-7800-3
  • Online ISBN 978-1-4614-7801-0
  • Series Print ISSN 0923-6716
  • Buy this book on publisher's site
Industry Sectors
Health & Hospitals
Consumer Packaged Goods