Marketing Planning for the Pharmaceutical Industry
Author: John Lidston
Marketing Planning for the Pharmaceutical Industry is based on real life experience built up over many years. Each chapter takes the reader through the sequential stages of planning so that by the end they will be able to produce a practical plan ready for implementation. It is the only book of this type which tailors marketing to those working in the sector.
New interesting textbook: The Most Noble Adventure or Hardball
Mastering Public Speaking: The Handbook
Author: George L Gric
An adaptation of Mastering Public Speaking 6e, this handbook provides the reader with a 2-color, less costly alternative to the 4-color book in a reference format, enabling quick and easy access to information. This book equips the reader with a firm grounding in the “hows” and “whys” of public speaking by providing an ideal balance of theory and skills while placing important emphasis on critiquing, ethics, and critical thinking.
Table of Contents:
Chapter 1 An Introduction to Public Speaking
1.1 Why Study Public Speaking?
Personal Benefits
Professional Benefits
Public Benefits
1.2 Definitions of Communication
1.3 Levels of Communication
Intrapersonal Communication
Interpersonal Communication
Group Communication
Public Communication
Mass Communication
1.4 Elements of Communication
Speaker
Message
Listener
Feedback
Channel
Environment
Noise
1.5 The Public Speaker as Critical Thinker
Chapter 2 The Ethics of Public Speaking
2.1 Definition of Ethics
2.2 Principles of Ethics
2.3 Ethical Speaking
Speak Up about Topics You Consider Important
Choose Topics That Promote Positive Ethical Values
Speak to Benefit Your Listeners
Use Truthful Supporting Material and Valid Reasoning
Consider the Consequences of Your Words and Actions
Strive to Improve Your Public Speaking
2.4 Ethical Listening
Seek Exposure to Well-Informed Speakers
Avoid Prejudging Speakers or Their Ideas
Evaluate the Speaker’s Logic and Credibility
Beware of the Consequences of Not Listening Carefully
2.5 Fair Use Guidelines
2.6 Plagiarism
Statement by Carolyn Kleiner Butler
Speaker’s Paraplage of Carolyn Kleiner Butler
Speaker’s Appropriate Citation of Carolyn Kleiner Butler
Chapter 3 Speaking Confidently
3.1 Recognize That Speaker Nervousness Is Normal
3.2 Control Speaker Nervousness
3.3 Learn How to Build Speaker Confidence
Know How You React to Stress
Know Your Strengths and Weaknesses
Know Speech Principles
Know That It Always Looks Worse from the Inside
Know Your Speech
Believe in Your Topic
View Speech Making Positively
Visualize Success
Project Confidence
Test Your Message
Practice Your Delivery
Gain Perspective
3.4 Prepare Your First Speech
Understand the Assignment
Develop Your Speech Content
Organize Your Speech
Word Your Speech
Practice Your Speech
Deliver Your Speech
Evaluate Your Speech
Ethical Decisions Being Yourself
Chapter 4 Responding to Speeches
4.1 The Importance of Listening
4.2 Listening versus Hearing
Listening is Intermittent
Listening is a Learned Skill
Listening is Active
Listening Implies Using the Message Received
4.3 The Process of Listening
Receive
Select
Interpret
Understand
Evaluate
Resolve
4.4 Obstacles to Effective Listening
Physical Distractions
Physiological Distractions
Psychological Distractions
Factual Distractions
Semantic Distractions
4.5 Promoting Better Listening
Desire to Listen
Focus on the Message
Listen for Main Ideas
Understand the Speaker’s Point of View
Reinforce the Message
Provide Feedback
Listen with the Body
Withhold Judgment
Listen Critically
4.6 Critiquing Speeches
Begin with a Positive Statement
Target a Few Key Areas for Improvement
Organize Your Comments
Be Specific
Be Honest but Tactful
Personalize Your Comments
Reinforce the Positive
Problem-Solve the Negative
Provide the Speaker with a Plan of Action
End with a Positive Statement
4.7 Acting on Criticism
Focus on What Your Critics Say, Not How They Say It
Seek Clear and Specific Feedback
Evaluate the Feedback You Receive
Develop a Plan of Action
Ethical Decisions Right of Refusal
Chapter 5 Analyzing Your Audience
5.1 Recognize the Value of Audience Diversity
5.2 Analyze Your Audience before the Speech
Analyze Audience Demographics
Analyze Audience Psychographics
Analyze Audience Needs
Analyze Specific Speaking Situations
5.3 Analyze Your Audience during the Speech
5.4 Analyze Your Audience after the Speech
Ethical Decisions Ghosting 101
Chapter 6 Selecting Your Speech Topic
6.1 Generate Ideas
Self-Generated Topics
Audience-Generated Topics
Occasion-Generated Topics
Research-Generated Topics
6.2 Select Your Topic
6.3 Focus Your Topic
6.4 Determine Your General Purpose
Speeches to Inform
Speeches to Persuade
Speeches to Entertain
6.5 Formulate Your Specific Purpose
6.6 Word Your Thesis Statement
6.7 Develop Your Speech Title
Ethical Decisions Should Instructors Censor?
Chapter 7 Researching Your Topic
7.1 Assess Your Personal Knowledge
7.2 Develop Your Research Plan
7.3 Collect Your Information
The Internet
Library Resources
Databases
Magazines and Journals
Newspapers
Government Documents
Books
Reference Works
Television and Radio
Interviews
Calling, Writing, and Emailing for Information
7.4 Record Your Information
What to Record
How to Record Information
7.5 Conclude Your Search
Ethical Decisions The Privacy of Public Information
Chapter 8 Supporting Your Speech
8.1 Purposes of Supporting Materials
Clarity
Vividness
Credibility
8.2 Types of Supporting Materials
Examples
Definition
Narration
Comparison
Contrast
Statistics
Testimony
8.3 Tests of Evidence
Is the Evidence Quoted in Context?
Is the Source of the Evidence an Expert?
Is the Source of the Evidence Unbiased?
Is the Evidence Relevant to the Point Being Made?
Is the Evidence Specific?
Is the Evidence Sufficient to Prove the Point?
Is the Evidence Timely?
8.4 Evaluating Electronic Information
Purpose
Expertise
Objectivity
Accuracy
Timeliness
8.5 Citing Your Sources
Ethical Decisions Biased Sources: To Use or Not to Use
Chapter 9 Organizing the Body of Your Speech
9.1 Formulate an Organizing Question
9.2 Divide the Speech into Key Ideas
Topical Division
Chronological Division
Spatial Division
Causal Division
Pro—Con Division
Mnemonic or Gimmick Division
Problem—Solution Division
Need—Plan Division
9.3 Develop the Key Ideas
Signpost the Idea
State the Idea
Support the Idea
Summarize the Idea
Apply the “4 S” Strategy
9.4 Connect the Key Ideas
Ethical Decisions Crunch Time
Chapter 10 Introducing and Concluding Your Speech
10.1 Organize the Introduction of the Speech
Get the Attention of Your Audience
State Your Topic
Establish the Importance of Your Topic
Establish Your Credibility to Speak on Your Topic
Preview Your Key Ideas
Put It All Together
10.2 Organize the Conclusion of the Speech
Summarize Your Key Ideas
Activate Audience Response
Provide Closure
Put It All Together
Ethical Decisions Revealing versus Concealing Your Purpose
Chapter 11 Outlining Your Speech
11.1 Functions of Outlining
Tests Scope of Content
Tests Logical Relation of Parts
Tests Relevance of Supporting Ideas
Checks Balance of Speech
Serves as Delivery Notes
11.2 Principles of Outlining
Singularity
Consistency
Adequacy
Uniformity
Parallelism
11.3 Stages of Outlining
The Working Outline
The Formal Outline
The Speaking Outline
Chapter 12 Wording Your Speech
12.1 Functions of Language
Communicate Ideas
Send Messages about User
Strengthen Social Bonds
Serve as Instrument of Play
Check Language Use
12.2 Principles of Effective Language Use
Use Language Correctly
Use Language Clearly
Use Language Vividly
Use Language Inclusively
Use Oral Style
Ethical Decisions Doublespeak or Clearspeak
Chapter 13 Delivering Your Speech
13.1 Principles of Nonverbal Communication
13.2 Methods of Delivery
Speaking Impromptu
Speaking from Memory
Speaking from Manuscript
Speaking Extemporaneously
13.3 Qualities of Effective Delivery
13.4 Elements of Vocal Delivery
Rate and Pause
Volume
Pitch and Inflection
Voice Quality
Articulation and Pronunciation
13.5 Elements of Physical Delivery
Appearance
Posture
Facial Expression
Eye Contact
Movement
Gestures
Chapter 14 Using Presentational Aids
14.1 The Importance of Using Presentational Aids
Increases Message Clarity
Reinforces Message Impact
Increases Speaker Dynamism
Enhances Speaker Confidence
14.2 Types of Presentational Aids
Objects
Pictures
Diagrams
Graphs
Pie or Circle Graph
Charts
Maps
Film and Video
Handouts
Audio and Other Aids
14.3 Projection of Visual Aids
Slides
Transparencies
Opaque Projections
Computer Graphics
14.4 Designing Visual Aids
Focus
Layout
Highlighting
Fonts
Color and Art
14.5 Strategies for Using Presentational Aids
Before the Speech
During the Speech
Ethical Decisions Fair Use or Copyright Infringement
Chapter 15 Speaking to Inform
15.1 Characteristics of a Speech to Inform
15.2 Informative Speech Topics
Speeches about People
Speeches about Objects
Speeches about Places
Speeches about Activities and Events
Speeches about Processes
Speeches about Concepts
Speeches about Conditions
Speeches about Issues
15.3 Guidelines for Speaking to Inform
Stress Your Informative Purpose
Be Objective
Be Specific
Be Clear
Be Accurate
Limit Your Ideas and Supporting Materials
Be Relevant
Use Appropriate Organization
Use Appropriate Forms of Support
Use Effective Delivery
15.4 Annotated Sample Speech: The Amish: Seeking to Lose the Self
Ethical Decisions Managing Bias in an Informative Speech
Chapter 16 The Strategy of Persuasion
16.1 The Importance of Persuasion
16.2 A Definition of Persuasion
16.3 Types of Influence
Change
Instill
Intensify
16.4 Types of Persuasive Speeches
Speeches to Convince
Speeches to Actuate
Speeches to Inspire
16.5 Persuasive Speaking Strategies
Establish Your Credibility
Focus Your Goals
Connect with Your Listeners
Organize Your Arguments
Support Your Ideas
Enhance Your Emotional Appeals
Ethical Decisions Dynamism: Masking or Making Credibility
Chapter 17 The Structure of Persuasion
17.1 Making and Refuting Arguments
Steps of an Argument
Refuting an Argument
17.2 Types of Argument
Argument by Example
Argument by Analogy
Argument by Cause
Argument by Deduction
Argument by Authority
17.3 Fallacies of Argument
Hasty Generalization
False Analogy
Post Hoc Ergo Propter Hoc
Slippery Slope
Red Herring
Appeal to Tradition
False Dilemma
False Authority
Bandwagon
Ad Hominem
17.4 Selecting Propositions for Persuasive Speeches
Characteristics of Propositions
Types of Propositions
17.5 Monroe’s Motivated Sequence
Attention
Need
Satisfaction
Visualization
Action
17.6 Annotated Sample Speech: Sustainable Giving
Chapter 18 Speaking on Special Occasions
18.1 The Speech of Introduction
18.2 The Speech of Presentation
18.3 The Acceptance Speech
18.4 The Speech of Tribute
18.5 The Speech to Entertain
18.6 The Impromptu Speech
18.7 The Question—Answer Period
Ethical Decisions
Appendix A: Developing and Delivering Team Presentations
Preparing a Team Presentation
Brainstorm about the Topic
Do Some Exploratory Research
Discuss and Divide the Topic into Areas of Responsibility
Research Your Specific Topic Area
Draft an Outline of Your Content Area
Discuss How All the Information Interrelates
Finalize Presentation Procedures
Plan the Introduction and Conclusion of the Presentation
Prepare and Practice Your Speech
Rehearse and Revise the Presentation
Delivering a Team Presentation
Appendix B: Sample Speeches
Renaissance Fairs: The New Vaudeville
Melissa Janoske
Steganography: Hidden Messages
Tiffanie K. Petrin
A Sign of the Times
Jared J. Johnson
How Old Is He Anyway? Aging the Whitetail Buck
Darla Goodrich
Persuasive Speech
Gene Fox
Speech of Tribute to Charles M. Schulz
Edwin C. Anderson, Jr.
I Have a Dream
Martin Luther King, Jr.
Glossary
Endnotes
Name Index
Subject Index