Pharmaceutical product strategy

"A basic business modeling book can give you technical information on applying business models, and a basic marketing book can give you an understanding of branding, but none of them cover the issues singular to the pharmaceutical industry. Focusing on these unique issues, Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning provides detailed solutions to the challenges involved in product launches, the brand planning process, and the modeling of patient, physician, and prescription data to predict a product's success."--Jacket.