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Purpose - The paper aims to contribute to the wider adoption of simulation games in marketing teaching. The purposes of the research reported here are to understand marketing students' perceptions of the learning achieved from the use of simulation games, and marketing lecturers' perceptions of the barriers to increased use of simulation games.Design methodology approach - A structured questionnaire was administered to 137 final-year marketing undergraduates studying at two British universities and eight semi-structured interviews were conducted with marketing lecturers currently using simulation games in their marketing teaching.Findings - Students perceive the simulation game to be a highly effective learning method, delivering valuable knowledge and skills. In addition, students find the game to be an enjoyable learning approach. Lecturers are enthusiastic about this learning method, but note some barriers to adoption; particularly cost, the steep learning curve, and the difficulty of finding unbiased advice about suitable games to deliver desired learning outcomes.Research limitations implications - Limitations are that the empirical base for the quantitative study was only two universities in the UK, and the questionnaire concerned only student perceptions of their learning, not an objective assessment of actual learning. It is recommended that the study be extended to a wider sample of universities, and that the approach be widened to include an assessment of the measurable learning outcomes achieved rather than just student perceptions.Originality value - The degree of student enthusiasm for simulation games is striking. Lecturers also find the method very engaging, but acknowledge that there are important barriers to more widespread simulation game adoption.

Purpose - The paper has twin aims, one practical and one theoretical. From a practical point of view, the aim is to begin to identify appropriate marketing strategies and tactics for complementary and alternative therapists. From a theoretical point of view, the aim is to shape a research agenda for the exploration of marketing frameworks - such as service quality, consumer behaviour and relationship marketing - in the new and rather unusual context of complementary and alternative medicine (CAM).Design methodology approach - The paper reviews the literature on CAM from a UK and a US perspective and provides the findings from a small online survey of users of CAM.Findings - Initial research suggests that factors ancillary to the main therapeutic purpose of the medical treatment, particularly the level of personal care felt by the client, can have a substantial effect on client satisfaction. It is suggested that this is a sector in which marketing through relationships, networks and alliances is practised extensively and implicitly, and, therefore, that it would be a fruitful context in which to research and to apply relationship marketing principles.Originality value - The paper develops a research agenda for further inquiry into the emerging area of business and marketing in CAM.

This thesis is submitted for the award of the PhD by Published Work. It lies within the field of marketing education and contributes to understanding how marketing educators can enhance students' higher level thinking skills by using and refining learning approaches that integrate knowledge gained in different settings and domains. Three approaches are investigated for this purpose: simulation games, dissertation study, and cross-disciplinary curriculum design. In the first two, simulations and dissertations, students are required to transfer in knowledge and skills learned in prior settings and to integrate this learning with new material in order to successfully complete the learning task. While the first two approaches come with existing frameworks that students can engage with in selected modules, the third involves designing new curriculum for Master's level International marketing programmes. The latter considers both the benefits and the constraints of integrating ideas and theories from other disciplines in order to enhance students' conceptual understanding and improve their decision making skills in the complex and multidimensional arena of international business and marketing. The impetus for my research arises from experiences teaching marketing students over the past four decades and a recurring and perhaps increasingly urgent call from the professional and business education literature for educators to better prepare students for the complex, cross-functional, and unpredictable decision-making environments that characterise modern business. In particular, both researchers and employers argue that problems facing decision makers are rarely confined to single disciplines, but are in fact multi-disciplinary and require employees to think critically and integrate ideas from a range of sources. Research into the integration of learning, however, demonstrates that students need particular skills to be able to integrate ideas effectively and that educators should -provide both integrative exercises and supporting frameworks for students to do so. The submission is made up of eight publications and at the meta level addresses two research questions related to how educators can meet these challenges: What are the main learning benefits and constraints for students and educators of integrated learning approaches where students are required to link knowledge, concepts and skills from new and prior learning and what recommendations can be made to support students and educators with these experiences? Findings have identified clear learning benefits, but also student, tutor, situational and institutional challenges that can either reduce the effectiveness of more integrated approaches and/or enhance their deployment and learning potential.

For pharma marketers looking for a practical way to deliver education, messaging, and support to physicians, there are new technologies and service providers available to reach doctors at the point of care at the moment they are actually caring for patients. [...]their use may actually increase rep access. Point-of-care services that offer on-demand access to a sales rep in the physician's workflow can create opportunities for reps in no-see and lowsee practices.

The pharmaceutical industry has taken a tentative view of digital medicine and, by extension, mobile health (m-health), for far too long. But the industry can no longer afford to ignore a medium that patients will interact with more so than live doctors or any other source. As m-health takes its place in the overall marketing mix, pharma should ask itself several important questions before creating a new initiative: 1. Are you improving adherence? 2. Can you use m-health to effectively survey products? 3. Will this initiative help create relationships with healthcare professionals? Other exciting m-health applications leverage social networking sites like Facebook and Twitter. With these, patients can discuss medical issues with other patients, provide emotional support and share experiences. From simple SMS devices to smart phones, m-health is set to leapfrog the Internet-enabled computer as a healthcare communications platform and provide a revolutionary gateway to better health.

Lynn O'Connor Vos: Policymakers can improve health care if they use the best that's available Success is possible and failure would produce a political disaster for the GOP

The traditional model of pharmaceutical marketing is dying. In its place is a new paradigm, spurred by the rapid growth of the digital world and built around consumers whose influence is growing with every click. The mass consumerization of healthcare is the biggest trend affecting pharmaceutical marketers today. Today, the majority of healthcare seekers go to search engines first, even before visiting their doctors -- and most go back to the Internet after their appointment to learn more. Today's digital age truly is all about the conversation. Through social media such as blogs, communities, and review sites, 64 million US adults regularly share advice with others online. Savvy marketers are making their companies part of the conversation by being where their customers are, in the right context, with highly relevant messages. In today's digital world, the requirement for companies that want to lead is to know not only what people are saying about them, but to actively participate in that conversation.

Chief executive officers of biotechnology companies are rightfully focused on keeping equity financing flowing, R&D on track, corporate dealmakers interested, and burn rate in check. Clearly, these are the initial priorities a product moves through in clinical development, a biotech company's stock price reflects the financial community's expectations of that product's future success. Market development must be kept parallel with research and development and initiated early to match product outcomes with investor expectations. The 3 major elements of market development are tied to alignment of clinical and marketing strategies, investigator/thought leader partnering, and insight-driven product positioning.