MARC Record from Library of Congress

LEADER: 02330nam a22003978a 4500
001 2008048873
003 DLC
005 20081114175159.0
008 081107s2009 nyu b 001 0 eng
035 $a(DNLM)101488678
010 $a 2008048873
020 $a9781420087703 (hardcover : alk. paper)
020 $a1420087703 (hardcover : alk. paper)
040 $aDNLM/DLC$cDLC
042 $apcc
050 00 $aHD9665.5$b.P35 2009
060 10 $aQV 736$bP142p 2009
082 00 $a615/.10688$222
100 1 $aPaich, Mark.
245 10 $aPharmaceutical product branding strategies :$bsimulating patient flow and portfolio dynamics /$cMark Paich, Corey Peck, Jason J. Valant.
250 $a2nd ed.
260 $aNew York :$bInforma Healthcare USA,$cc2009.
263 $a0902
300 $ap. ;$ccm.
500 $aRev. ed. of: Pharmaceutical product strategy. c2005.
504 $aIncludes bibliographical references and index.
505 0 $aTraditional approaches to brand planning : the disconnect between product strategies and commercial evaluations -- Dynamic modeling approach to brand planning : operationally understanding key marketplace dynamics -- The dynamic modeling language -- Patient flow sector of the standard template dynamic model -- Extensions of the standard template -- Data for the standard template dynamic model -- Specific models of patient flow dynamics -- Dynamic models of doctor adoption of newly released pharmaceuticals -- Agent-based modeling approach -- Treatment attractiveness of pharmaceutical products -- Integrating the three sectors of the standard template dynamic model -- Strategy testing using integrated standard template model -- Dynamic modeling of first-mover advantage and network effects -- Dynamic modeling of new marketplaces : techniques for dealing with uncertainty -- Integrating standard template dynamic models across indications -- Dynamic modeling of pharmaceutical pipeline portfolio issues.
650 0 $aDrugs$xMarketing.
650 0 $aBrand name products$xMathematical models.
650 0 $aPharmaceutical industry$xMathematical models.
650 12 $aDrug Industry$xeconomics.
650 12 $aMarketing$xmethods.
650 22 $aModels, Economic.
700 1 $aPeck, Corey.
700 1 $aValant, Jason.
700 1 $aPaich, Mark.$tPharmaceutical product strategy.