| Document Type
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BL
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| Record Number
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844856
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| Main Entry
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Denault, Jean-Francois.
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| Title & Author
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The Handbook of Marketing Strategy for Life Science Companies : : Formulating the Roadmap You Need to Navigate the Market.
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| Publication Statement
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Milton :: Productivity Press,, 2018.
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| Page. NO
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1 online resource (232 pages)
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| ISBN
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1351235281
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: 135123529X
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: 1351235303
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: 9781351235280
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: 9781351235297
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: 9781351235303
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081537688X
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0815376901
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9780815376880
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9780815376903
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Chapter 1 Marketing Strategy Road Map -- chapter 2 Overview of Market Research -- chapter 3 Situation Analysis -- chapter 4 Developing a Marketing Strategy -- chapter 5 Marketing Strategy Implementation and Control -- chapter 6 Marketing Metrics -- chapter 7 Discussion on Unique Perspectives -- chapter 8 Final Thoughts.
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| Abstract
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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' 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.
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| Subject
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Biotechnology industries-- Marketing.
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Life sciences-- Economic aspects.
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Biotechnology industries-- Marketing.
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BUSINESS ECONOMICS-- Production Operations Management.
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MEDICAL-- Administration.
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SCIENCE-- Chemistry-- Industrial Technical.
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| Subject
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TECHNOLOGY ENGINEERING-- Chemical Biochemical.
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| Dewey Classification
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660.6068/8
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| LC Classification
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HD9999.B442.D464 2018
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