Brand Medicine

The Role of Branding in the Pharmaceutical Industry

Häftad, Engelska, 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. 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.

Produktinformation

Utgivningsdatum2001-04-27
Mått152 x 229 x 19 mm
Vikt494 g
FormatHäftad
SpråkEngelska
Antal sidor308
FörlagPalgrave Macmillan
ISBN9781349425884

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Introduction The Development of Branding as a Key Business Strategy Clinical Development and Branding Pharmaceutical Brand Name Development Brand Packaging Design Packaging for the Elderly The Role of Advertising in Branding Pharmaceuticals Direct to Consumer Branding: The US Perspective Direct to Consumer Branding: Europe and Asia Public Relations and its Role in Pharmaceutical Brand Building The Rx to OTC Switch: Creating the Climate for Change Successful 'Switch' Strategies Trade Mark Legal Issues Regulatory Issues The Government View The Valuation of Pharmaceutical Brands Nutraceuticals The Future of Branding in the Pharmaceutical Industry