R. Robins,
T. Blackett
Brand Medicine
The Role of Branding in the Pharmaceutical Industry
Paperback Engels 2001 9781349425884Levertijd ongeveer 9 werkdagen
Gratis verzonden
Samenvatting
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.
Specificaties
ISBN13:9781349425884
Taal:Engels
Bindwijze:Paperback
Uitgever:Palgrave Macmillan UK
Hoofdrubriek:Economie, Algemeen management, Leiderschap, Marketing, Reclame en verkoop, Strategisch management
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