Brand Medicine : Role of Branding in the Pharmaceutical Industry - Blackett, Tom

Brand Medicine : Role of Branding in the Pharmaceutical Industry

Tom Blackett

Yayınevi: Palgrave

Yayın tarihi: 12/2001

ISBN: 9780333930984

Ciltli | İngilizce | 336 Sayfa | 240 mm x 159 mm

Tür: Satış-Pazarlama

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 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 provides thinking on branding for the pharmaceutical industry and lessons for anyone involved in brand development and management.

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