For students and industry professionals, Rollins (pharmacy administration, Philadelphia College of Osteopathic Medicine-Georgia Campus) and Perri (clinical and administrative pharmacy, U. of Georgia), along with additional contributors working in pharmacy and marketing, offer a guide to the fundamentals of marketing in the context of the pharmaceutical industry, from an academic and practical perspective. They discuss marketing principles and process; pharmaceutical marketing and the industry environment; trends, identification, approval, and monitoring in the industry; pricing; the industry supply chain; promotional activities and practices; medical and regulatory affairs; direct-to-consumer prescription drug advertising; social media marketing; the changing landscape of pharmaceutical marketing and its new focuses; and prescribers, healthcare practitioners, and marketing's role in practice. The companion website features crossword puzzles, discussion questions, flashcards, a glossary, matching exercises, and web links. Annotation ©2013 Book News, Inc., Portland, OR (booknews.com)