Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants. He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; and The Marketing of Nations. Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.

• ContentsAcknowledgmentsForewordPrefaceBook ApproachResearch MethodologyPART ONENAVIGATING THE GLOBAL BIOSECTOR1 The New Bio MarketspaceEconomic Impact of BiotechnologyInnovation TimelineGlobal Reach of BiotechnologyCross-Industry Scope of Biotechnology2 Transforming Forces in the BiosectorInformation TechnologyConsumerismSystems Biology3 Innovating with BionetworksPharmaceutical Innovation GapBiosector Restructuring: Mergers and AcquisitionsNetworking StrategiesBuilding Network EquityPART TWOLEVERAGING THE POWER OF BIOBRANDS4 Formulating BiomarketingLeveraging the Scope of BiobrandsDetermining the Reach of BiomarketingRedefining Disease and TherapiesFormulating BiomarketingTargeting New Segments5 Building BiobrandsDeveloping Market-Driven Brand ProfilesImplementing a Dual Branding ModelGlobal Targeted Model: From Rituxan to GleevecGlobal Mass Market Model: LipitorGlobal Brand-Building Strategies6 Sustaining Global BiobrandsManaging Portfolios and TimelinesGrowing FranchisesGrowing Brands7 Renewing BiobrandsRenewing FranchisesRenewing Brands: Leveraging PatentsRenewing Brands: Changing Product StatusPART THREEMEETING THE GLOBAL CHALLENGE8 Balancing Access and PriceBiopharma EconomicsRegulation Dynamics9 Biopricing StrategiesManaging the Pricing TimelineDeciding the Global Pricing PolicyDesigning a National Pricing StrategyDeveloping a Product/Segment StrategyBuilding Customer-Focused Brand Value10 Linking Online and Offline StrategiesStructure of E-HealthGlobal Internet TrendsIntegrated Value Chain StrategiesConclusionNavigating the New Bio MarketplaceLeveraging the Power of BiobrandsMeeting the Global ChallengeNotesGlossaryIndex