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Brand Medicine - The Role of Branding in the Pharmaceutical Industry (Paperback, 1st ed. 2001)
Loot Price: R1,517
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Brand Medicine - The Role of Branding in the Pharmaceutical Industry (Paperback, 1st ed. 2001)
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As governments seek to mitigate the cost of state-subsidised
healthcare, branding in the pharmaceutical industry has become a
critical issue. Drugs companies must change their methods of
communication and distribution - focusing more on their direct
relationship with the consumer. This requires fundamental changes
in consumer behaviour, access to information, freedom of choice and
value for money. Brands and brand values will play a leading role
in this process, as has been seen with products such as Prozac and
Viagra. This book by Interbrand Newell and Sorrell, the world's
leading branding consultancy, provides cutting edge thinking on
this area and lessons for anyone involved in brand development and
management.
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