1 option
The handbook of marketing strategy for life science companies : formulating the roadmap you need to navigate the market / Jean-Francois DeNault.
- Format:
- Book
- Author/Creator:
- Denault, Jean-Francois, author.
- Language:
- English
- Subjects (All):
- Biotechnology industries--Marketing.
- Biotechnology industries.
- Life sciences--Economic aspects.
- Life sciences.
- Physical Description:
- 1 online resource (232 pages)
- Edition:
- 1st edition
- Place of Publication:
- New York, NY : Routledge, Taylor & Francis Group, [2018]
- System Details:
- text file
- Summary:
- The proposed book is follows in the same steps as the first book in the series, The Handbook of Market Research for Life Sciences. While the first book focused on the techniques and methodologies to collect the market data you need to evaluate your market as well as presentation models for your data, the second volume will focus more on the commercialization elements of marketing. As such, this book will be covering a wide range of topics directly tied to marketing management such as marketing and commercialization strategies, consumers{u2019} behaviors, marketing metrics, pricing techniques and strategies as well as marketing communications (public relations, advertising, and more) The objective of this book is to focus exclusively on the marketing aspects for life sciences, providing entrepreneurs with a toolkit of tools they can use throughout the marketing process, from market planning to commercialization. The overall objective is for them to gain an understanding on the marketing function, ask the right question, and be able to tackle simple to complex topics.
- Contents:
- Preface
- Introduction to market strategy
- Marketing strategy roadmap
- Overview of market research
- Situation analysis
- Creating, adapting and implementing strategy
- Marketing strategy implementation and control
- Chapter marketing metrics
- Discussion on unique perspectives
- Final thoughts
- Bibliography and further reading.
- Notes:
- Description based on print version record.
- Includes bibliographical references and index.
- Description based upon print version of record.
- ISBN:
- 9781351235280
- 1351235281
- 9781351235303
- 1351235303
- 9781351235297
- 135123529X
- OCLC:
- 1041885610
The Penn Libraries is committed to describing library materials using current, accurate, and responsible language. If you discover outdated or inaccurate language, please fill out this feedback form to report it and suggest alternative language.