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