| Description |
1 online resource (503 p.) |
| Contents |
Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- Preface -- Acknowledgments -- 1 Introduction -- Health -- Woman as a Biological and Social Entity -- A Different Paradigm -- Health Care and Rights -- Drugs and Their Role in Society -- Drug Policy -- Big Pharma -- Drug-Related Problems -- The People -- What's Ahead -- Conclusion -- 2 The "Four P's" -- Introduction -- Marketing as an Actualizing Process -- The Marketing Mix -- The "Four P's" -- The Right Product -- The Right Price -- The Right Place -- Spreading the Word -- Promotion |
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The Pharmaceutical Marketing System -- Product -- Price -- Place -- Promotion -- Product -- From Medicine to Your Mouth (or Wherever) -- Molecular Modification -- Generic Products -- Place -- Mail-Order Prescriptions -- The Wholesaler -- Price -- Price Listing in Direct to Consumer Advertising -- Retail Pricing -- Hospital Pricing -- Promotion -- Personal Selling -- Detailing -- Print Media -- Other Forms of Promotion -- Meetings and Exhibits -- Samples -- Direct-to-Consumer Advertising (DTC) -- "Off-Label" Information -- Social Costs and Benefits of Promotion -- What to Do |
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Government and the Four P's -- Product -- Price -- Place -- Promotion -- Conclusion -- 3 Investigators and Investigations -- Introduction -- The Hearings -- The Grand Inquisitor -- Estes Kefauver -- On Patents -- On Competition -- On Promotion -- On Brand Names -- On Profits -- On Prices -- Minority Views -- FDA under the Microscope -- A Resignation and a Whistle Blower -- Dr. Welch -- Dr. Barbara Moulton -- Conclusion/Kefauver -- Gaylord Nelson -- Son of Torquemada -- Other Drugs and Issues -- Conclusion/Nelson -- The Fountain Hearings -- Senator Kennedy Joins the Fray -- Conclusion/Kennedy |
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Small Business Problems in the Drug Industry -- Dingell -- Drug Efficacy Problems -- Fountain -- Moss on Drug Abuse -- Fountain Redux -- Congressman Rogers on Transition -- Senator Humphrey and the Literature -- A Newcomer -- Congressman Lionel Van Deerlin -- Senator Fountain "One More Time" -- Senator Kennedy Returns -- FDA under the Microscope Again -- Kennedy -- Not Too Tranquil -- Conclusion/Kennedy -- Gore on Pharmaceutical R&D -- Senator Fountain Again -- Claude Pepper for the Old Folks -- Zomax in the Spotlight -- A Pryor Engagement -- The Task Force on Prescription Drugs |
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Research, Findings, and Recommendations -- Drug Benefits for the Aged -- Quality of Care -- Drug Use Process -- Economic Issues -- Professional Education/Proficiency -- Government Regulatory Duties -- Federal Policy -- The Dunlop Report on the Task Force -- Conclusion -- 4 Legislators and Legislation -- Introduction -- Laws and Policy -- Bills and Sponsors -- The Process -- The Waxman-Hatch Law -- The 1962 Drug Amendments -- The Orphan Drug Act -- Medicare Catastrophic Coverage Act (1988) and Repeal of Same (1989) -- "Hillary Care" and "Obamacare" -- Narcotics and Other Drugs of Abuse |
| Notes |
Description based upon print version of record |
| Form |
Electronic book
|
| ISBN |
9781000263497 |
|
1000263495 |
|
