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Managing biotechnology : from science to market in the digital age /

Featuring numerous case studies and state-of-the-art marketing models, this thorough resource provides a comprehensive overview of the new business context and marketing models for biotech companies. --

Detalles Bibliográficos
Clasificación:	Libro Electrónico
Autores principales:	Simon, Francoise, 1946- (Autor), Giovannetti, Glen, 1962- (Autor)
Formato:	Electrónico eBook
Idioma:	Inglés
Publicado:	Hoboken, NJ : Wiley, [2017]
Temas:	Biotechnology industries. Biotechnology > Marketing. Pharmaceutical biotechnology industry. Bioengineering. Biotechnology. Biotechnology Bio-industries. Biotechnologie pharmaceutique > Industrie. Biotechnologie. bioengineering. SCIENCE > Chemistry > Industrial & Technical. TECHNOLOGY & ENGINEERING > Chemical & Biochemical. Bioengineering Pharmaceutical biotechnology industry Biotechnology industries Electronic books. Internet Resources.
Acceso en línea:	Texto completo

Tabla de Contenidos:

Foreword / by Philip Kotler
New models for networked innovation
Biotechnology as an innovation driver
Biotechnology financing strategies
Success through collaboration
New business and marketing models
Precision medicine
Precision marketing
Patient centricity strategies
Drug pricing in context
Strategic payer engagement
Winning in the global marketplace
Digital health strategies
Creating agility through data and analytics
Conclusion
Index.