Students or executives interested in entering the pharma marketing arena-or pros looking to brush up on basics-can get some
industry insight and practical advice by checking out two recently published books.
Barrie James, PhD, former industry executive turned consultant, authored The Little Black Book of Pharma Marketing. He says
executives must understand marketing fundamentals because marketing, not R&D, is the industry's product driver.
"You can't build your operation on sand," says James, who worked in the industry for 40 years. "Executives must grasp fundamentals,
and then they can incorporate other initiatives such as customer relationship management and e-technology. Because the business
has been so successful, people in the industry are not really looking at the basics. Many executives believe that, if you
have a new product, you have no problems. But companies aren't developing new products the way they used to, and the problems
are becoming very apparent."
Pharmaceutical Marketing: Principles, Environment, and Practice, written by Mickey Smith, E.M. Kolassa, Greg Perkins, and
Bruce Siecker, also hinges its premise on fundamentals, organizing itself around the traditional "four Ps of marketing"-product,
price, place, and promotion-with various specialists authoring each section. The book also discusses complex issues such as
clinical development, launch project management skills, and trends concerning price and DTC promotion.
To purchase The Little Black Book of Pharma Marketing, place your order to quillermanage@aol.com or fax Mary Alleyne at 011 44 1480 435 614. To order Pharmaceutical Marketing: Principles, Environment, and Practice, call Jessica Britton at 607-722-5857, ext. 375.
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