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Carte Brand Medicine Tom Blackett

Brand Medicine

The Role of Branding in the Pharmaceutical Industry

Autor: Tom Blackett, Rebecca Robins
Limbă: engleză
Legare: Copertă tare
Editura: PALGRAVE MACMILLAN
Disponibilitate: În depozitul extern în cantități mici
Expediem în 11-15 zile
296.08 lei
As governments seek to mitigate the cost of state subsidized healthcare, branding in the pharmaceuti...

Informații despre carte

Autor
Tom Blackett, Rebecca Robins
Limbă
engleză
Legare
Carte - Copertă tare
Publicat
2001
Pagini
308
EAN
9780333930984
ISBN
0333930983
Enbook ID
04600299
Editura
PALGRAVE MACMILLAN
Greutate
638
Dimensiuni
152 x 229 x 24

Descriere completă

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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