The handbook of marketing strategy for life sciences

The handbook of marketing strategy for life sciences /

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Bibliographic Details
Main Author: Denault, Jean-Francois (Author)
Corporate Author: ProQuest (Firm)
Format: Electronic eBook
Language:English
Published: New York : Taylor and Francis LLC, [2018]
Subjects:
Biotechnology industries > Marketing.
Life sciences > Economic aspects.
Online Access:Connect to this title online (unlimited simultaneous users allowed; 325 uses per year)

MARC

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100 1 |a Denault, Jean-Francois,  |e author. 
245 1 4 |a The handbook of marketing strategy for life sciences /  |c Jean-Francois DeNault. 
264 1 |a New York :  |b Taylor and Francis LLC,  |c [2018] 
300 |a 1 online resource (pages cm.) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
505 0 0 |a Machine generated contents note:   |g 1.1.  |t Planning toward Strategy --   |g 1.2.  |t Planning Your Marketing Strategy --   |g 1.2.1.  |t Performing Market Research --   |g 1.2.1.1.  |t Planning Your Data Collection --   |g 1.2.1.2.  |t Overview of Market Research Tools --   |g 1.2.2.  |t Situation Analysis --   |g 1.2.2.1.  |t Internal Analysis --   |g 1.2.2.2.  |t External Analysis --   |g 1.2.3.  |t Developing a Marketing Strategy --   |g 1.2.4.  |t Implementation and Control Mechanisms --   |g 1.2.5.  |t Final Notes --   |g 2.1.  |t Basic Market Research Concepts --   |g 2.1.1.  |t Primary and Secondary Market Research --   |g 2.1.2.  |t Quantitative and Qualitative Data --   |g 2.1.3.  |t Miles Wide versus Deep Dive Research --   |g 2.2.  |t Preparing Your Market Research Plan --   |g 2.3.  |t Collecting Data-Primary Research --   |g 2.3.1.  |t Data Collection Methods --   |g 2.3.1.1.  |t In-Depth Interviews --   |g 2.3.1.2.  |t Focus Groups --   |g 2.3.1.3.  |t Online Surveys --   |g 2.4.  |t Secondary Research --   |g 2.4.1.  |t Active Secondary Research --   |g 2.4.1.1.  |t Popular Sources of Data Online --   |g 2.4.1.2.  |t Using Search Engines to Look for Information --   |g 2.4.2.  |t Passive Secondary Research --   |g 2.4.3.  |t Internal Secondary Data --   |g 2.5.  |t Few Words on Ethics and Market Research --   |t References --   |g 3.1.  |t Internal Analysis --   |g 3.1.1.  |t Assessing Your Corporate Vision and Mission Objectives --   |g 3.1.2.  |t Assessing Your Current Capabilities --   |g 3.1.3.  |t Assessing Your Company's Business Model --   |g 3.1.4.  |t Some Final Notes on Internal Situation Analysis --   |g 3.2.  |t External Analysis --   |g 3.2.1.  |t Customer Analysis --   |g 3.2.1.1.  |t Understanding the Customer's Decision-Making Process --   |g 3.2.1.2.  |t Client Ecosystem --   |g 3.2.1.3.  |t What Does My Customer Want?-Using the Kano Model to Understand Your Customer --   |g 3.2.1.4.  |t Identifying Customer Behavior --   |g 3.2.1.5.  |t Building Customer Profiles --   |g 3.2.1.6.  |t Some Final Notes on Customer Behavior --   |g 3.2.2.  |t Competitor Analysis --   |g 3.2.2.1.  |t Preparation --   |g 3.2.2.2.  |t Identify Key Competitors --   |g 3.2.2.3.  |t Evaluate Your Competitors --   |g 3.2.2.4.  |t Getting Information on Competition --   |g 3.2.2.5.  |t Final Notes on Competition --   |g 3.2.3.  |t Market Analysis --   |g 3.2.3.1.  |t Market Size Estimation-The TAM-SAM-SOM Model --   |g 3.2.3.2.  |t Market Forecasting --   |g 3.2.3.3.  |t Final Notes on Market Analysis --   |g 3.2.4.  |t Environmental Analysis --   |g 3.2.4.1.  |t Microenvironment-Porter's Five Forces --   |g 3.2.4.2.  |t Macro-Environment-The SLEPT Model --   |g 3.2.4.3.  |t Building a SLEPT Model --   |g 3.3.  |t Classifying Outputs: From SWOT to TOWS --   |g 3.3.1.  |t SWOT Model --   |g 3.3.1.1.  |t Four Elements of a SWOT Model --   |g 3.3.1.2.  |t Developing Strategy Applications-From SWOT to TOWS --   |g 3.4.  |t Concluding Remarks --   |t References --   |g 4.1.  |t Selecting Your Marketing Strategy Vision --   |g 4.1.1.  |t Strategic Commitment --   |g 4.1.2.  |t Strategic Opportunism --   |g 4.1.3.  |t Strategic Adaptability --   |g 4.2.  |t Choosing Your Marketing Model-What Type of Company Are You? --   |g 4.2.1.  |t Classical Company Models --   |g 4.2.1.1.  |t Production Model --   |g 4.2.1.2.  |t Product-Focused Model --   |g 4.2.1.3.  |t Selling Model --   |g 4.2.1.4.  |t Marketing Model --   |g 4.2.2.  |t Modern Marketing Concepts --   |g 4.2.2.1.  |t Relationship Marketing --   |g 4.2.2.2.  |t Integrated Marketing --   |g 4.2.2.3.  |t Internal Marketing --   |g 4.3.  |t Creating, Adapting, and Implementing Strategy --   |g 4.3.1.  |t Determining Your Target Market-Segmentation --   |g 4.3.2.  |t Strategies Based on Products and Market --   |g 4.3.2.1.  |t Market Penetration --   |g 4.3.2.2.  |t Market Development --   |g 4.3.2.3.  |t Product Development Strategies --   |g 4.3.2.4.  |t Product Diversification --   |g 4.3.3.  |t Marketing Strategies Based on Competitive Advantage --   |g 4.3.3.1.  |t Cost Leadership --   |g 4.3.3.2.  |t Differentiation --   |g 4.3.3.3.  |t Cost and Differentiation Focus --   |g 4.4.  |t Developing the Marketing Mix --   |g 4.4.1.  |t Product --   |g 4.4.1.1.  |t Key Product Decisions --   |g 4.4.1.2.  |t Measuring Product-Market Fit --   |g 4.4.1.3.  |t Making Key Product Decision-The ICE Score --   |g 4.4.1.4.  |t Building a Better Product-The Hook Model --   |g 4.4.2.  |t Pricing Strategy --   |g 4.4.2.1.  |t Cost-Based Pricing --   |g 4.4.2.2.  |t Competitive-Based Pricing --   |g 4.4.2.3.  |t Customer Value-Based Pricing --   |g 4.4.2.4.  |t Price Skimming --   |g 4.4.2.5.  |t Freemium Pricing --   |g 4.4.2.6.  |t Other Considerations for Your Pricing --   |g 4.4.3.  |t Promotion Strategy --   |g 4.4.3.1.  |t Objectives of Your Promotion Strategy --   |g 4.4.3.2.  |t Promotional Tools --   |g 4.4.3.3.  |t Choosing Your Promotional Message and Channel --   |g 4.4.3.4.  |t Choosing Your Promotional Tools: The Bullseye Framework --   |g 4.4.4.  |t Distribution Strategy --   |g 4.4.4.1.  |t Factors to Choose Your Distribution Strategy --   |g 4.4.4.2.  |t Different Types of Distributions --   |g 4.4.4.3.  |t Specific Considerations for Distribution in Life Sciences --   |g 4.5.  |t Role of Digital Marketing --   |g 4.5.1.  |t Driving Traffic --   |g 4.5.2.  |t Selling Products Online --   |g 4.5.3.  |t Digital Marketing in Action-The Pirate Metrics: "AARRR!" --   |t References --   |g 5.1.  |t Implementation --   |g 5.1.1.  |t Implementation versus Strategy --   |g 5.1.2.  |t Implementation Plan --   |g 5.1.3.  |t Barriers to Successful Implementation of Marketing Strategy --   |g 5.1.3.1.  |t External Pressures of the Organization --   |g 5.1.3.2.  |t Internal Pressures of the Marketing Function --   |g 5.2.  |t Control Elements --   |g 5.2.1.  |t Implementation of Control Processes --   |g 5.2.2.  |t Barriers to the Successful Implementation of Control Procedures --   |g 5.2.2.1.  |t Inadequate Monitoring --   |g 5.2.2.2.  |t Inadequate Targets --   |g 5.2.2.3.  |t Management by Exceptions --   |g 5.2.2.4.  |t Cost and Complexity --   |g 5.2.3.  |t Word of Caution on Control Systems --   |g 6.1.  |t Why Use Metrics? --   |g 6.2.  |t Some Pre-revenue Ratios --   |g 6.2.1.  |t Sales Force Coverage --   |g 6.2.2.  |t Break-Even Analysis --   |g 6.3.  |t Ratios to Measure Sales Effectiveness --   |g 6.3.1.  |t Return on Sales --   |g 6.3.2.  |t Advertising-to-Sales Ratio --   |g 6.3.3.  |t Customer Acquisition Cost --   |g 6.3.4.  |t Marketing Percentage of CAC --   |g 6.3.5.  |t Average Retention Cost --   |g 6.3.6.  |t Lifetime Customer Value --   |g 6.4.  |t Digital Marketing Metrics --   |g 6.4.1.  |t Traffic Metrics --   |g 6.4.1.1.  |t Overall Site Traffic --   |g 6.4.1.2.  |t Monitoring the Source of Web Traffic --   |g 6.4.1.3.  |t Monitoring the Paid Traffic --   |g 6.4.2.  |t Conversion Metrics --   |g 6.4.3.  |t Revenue Metrics --   |g 6.5.  |t Final Notes --   |g 7.1.  |t Marketing in Life Sciences --   |g 7.2.  |t Marketing Health-Care Services --   |g 7.2.1.  |t Difference between Services and Products --   |g 7.2.2.  |t Developing Marketing Strategies for Health-Care Services --   |g 7.3.  |t Marketing Health-Care Digital Products --   |g 7.3.1.  |t Developing Marketing Strategies for Digital Products --   |g 7.3.2.  |t Issues with Health-Care Digital Products --   |g 7.4.  |t Final Notes --   |t Reference. 
533 |a Electronic reproduction.  |b Ann Arbor, MI  |n Available via World Wide Web. 
588 |a Description based on print version record. 
650 0 |a Biotechnology industries  |x Marketing. 
650 0 |a Life sciences  |x Economic aspects. 
710 2 |a ProQuest (Firm) 
776 0 8 |c Original  |z 9780815376880  |z 081537688X  |z 9780815376903  |z 0815376901  |w (DLC) 2018006316 
856 4 0 |u https://ebookcentral.proquest.com/lib/santaclara/detail.action?docID=5428193  |z Connect to this title online (unlimited simultaneous users allowed; 325 uses per year)  |t 0 
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917 |a YBP DDA 
919 |a .ulebk  |b 2017-02-14 
999 f f |i fef14d3f-02ce-5230-8127-560966e55caf  |s 4299b51a-a510-555f-8df7-8d4a8484066b  |t 0 

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