“Of immense use as the authors highlight the overall ethnography of big pharma in the healthcare sector, with the opportunities and challenges in the outside world… . Readers will have a picture of the marketing strategies to be adopted to boost the pharmaceutical business.” —From the Foreword by Dhruv Galgotia, CEO, Galgotias University, Greater Noida, India With particular emphasis on modeling, methodologies, data sources, and application to real-world dilemmas, this new book provides an overview of the pharmaceutical marketplace, discussing pharmacoeconomics in pharmaceutical manufacturing, pharma policy and management, pharmaceutical marketing strategies, the economics of clinical trials for drugs, the role of patents in economic development, and much more. Overviews marketing strategies adopted by different pharmaceutical companies. Highlights major marketing problems that concern pharmaceutical industry and describes new technologies as solutions. Reviews marketing strategies and their effects on behavior of consumers and physicians.