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Sales Forecasting for Pharmaceuticals:
An Evidence-Based Approach

By Gary Johnson

List of contents:
  • Introduction: The problem with forecasting
  • Chapter 1: The six principles of good forecasting
  • Chapter 2: Informal forecasts
  • Chapter 3: Extrapolation models
  • Chapter 4: Segmentation
  • Chapter 5: Conjoint analysis
  • Chapter 6: Econometric models
  • Chapter 7: The diffusion of “me-too’s”
  • Chapter 8: The diffusion of breakthroughs
  • Chapter 9: Patient flow models
  • Chapter 10: Structuring a forecast
  • Chapter 11: Risk
  • Conclusions and references