Brand Medicine

Name: Brand Medicine
Price: 101.37 AUD
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ISBN: 9780333930984

The Role of Branding in the Pharmaceutical Industry

T. Blackett, R. Robins, Tom Blackett , Rebecca Robins

$126.95 $101.37

Hardback

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English

Palgrave Macmillan
27 April 2001

Sales & marketing; Pharmaceutical industries; Pharmacology

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.

Edited by: T. Blackett, R. Robins, Tom Blackett, Rebecca Robins
Imprint: Palgrave Macmillan
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm, Spine: 25mm
Weight: 638g
ISBN: 9780333930984
ISBN 10: 0333930983
Pages: 308
Publication Date: 27 April 2001
Audience: College/higher education , Professional and scholarly , Professional & Vocational , A / AS level , Further / Higher Education
Format: Hardback
Publisher's Status: Active

TOM BLACKETT is Group Deputy Chairman of Interbrand Newell and Sorrell. He is the author of, Trademarks and the co-author of, Co-Branding, both published by Palgrave. - REBECCA ROBINS works for Interbrand Newell and Sorrell

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Brand Medicine

The Role of Branding in the Pharmaceutical Industry

T. Blackett, R. Robins, Tom Blackett , Rebecca Robins

$126.95 $101.37

Hardback

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