Forecasting for the Pharmaceutical Industry is a definitive guide
for forecasters as well as the multitude of decision makers and
executives who rely on forecasts in their decision making.In
virtually every decision, a pharmaceutical executive considers some
type of forecast. This process of predicting the future is crucial
to many aspects of the company - from next month's production
schedule, to market estimates for drugs in the next decade. The
pharmaceutical forecaster needs to strike a delicate balance
between over-engineering the forecast - including rafts of data and
complex `black box' equations that few stakeholders understand and
even fewer buy into - and an overly simplistic approach that relies
too heavily on anecdotal information and opinion.Arthur G. Cook's
highly pragmatic guide explains the basis of a successful balanced
forecast for products in development as well as currently marketed
products. The author explores the pharmaceutical forecasting
process; the varied tools and methods for new product and in-market
forecasting; how they can be used to communicate market dynamics to
the various stakeholders; and the strengths and weaknesses of
different forecast approaches. The text is liberally illustrated
with tables, diagrams and examples. The final extended case study
provides the reader with an opportunity to test out their
knowledge.The second edition has been updated throughout and
includes a brand new chapter focusing on specialized topics such as
forecasting for orphan drugs and biosimilars.
Gower Publishing Ltd
|Country of origin:
Arthur G. Cook
||244 x 172mm (L x W)
||Electronic book text
||2nd New edition
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