Innovation and marketing in the pharmaceutical industryEverything you wanted to know about pharma marketing – how IP helps/hinders,  pricing elasticity, portfolio management in new drug development, and more. The book was written by the best minds in law and marketing, like James Conley from Northwestern, Joshua Eliashberg from Wharton, and Talya Miron-Shatz, who wrote a chapter on patient adherence to government warnings.

Click to download: Pharmaceutical marketing chapter (proofs)