Brand Medicine - The Role of Branding in the Pharmaceutical Industry (Hardcover, New)

As governments seek to mitigate the cost of state-subsidized 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 behavior, 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.

General

Imprint:	Palgrave Macmillan
Country of origin:	United Kingdom
Release date:	April 2001
First published:	2001
Editors:	T. Blackett • R. Robins
Dimensions:	229 x 152 x 25mm (L x W x T)
Format:	Hardcover
Pages:	308
Edition:	New
ISBN-13:	978-0-333-93098-4
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Books > Business & Economics > Industry & industrial studies > Manufacturing industries > Pharmaceutical industries Books > Medicine > Other branches of medicine > Pharmacology > General
LSN:	0-333-93098-3
Barcode:	9780333930984

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