Brand Medicine: The Role of Branding in the Pharmaceutical Industry - PDF free download eBook

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Details of Brand Medicine: The Role of Branding in the Pharmaceutical Industry

Brand Medicine: The Role of Branding in the Pharmaceutical Industry
Exact title of book
Brand Medicine: The Role of Branding in the Pharmaceutical Industry
Book author
Tom Blackett (Editor)
ISBN
9780333930984
Published
Aug 11, 2001
Language
English
Format
PDF, FB2, EPUB, MOBI
Pages
336
File size (in PDF)
3024 kB

Some brief overview of book

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 distributionfocusing more on their direct relationship with the consumer. This requires fundamental changes in consumer behavior, 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, the worlds leading branding consultancy, provides cutting-edge thinking on this area and lessons for anyone involved in brand development and management.

About book author

Blackett is Group Deputy Chairman of Interbrand. He is the author of, Trademarks and the co-author of, Co-Branding, both published by Palgrave. Rebecca Robins is a Senior Consultant of Interbrand Healthcare in New York.

Prior to joining the New York office, she worked in the London office of Interbrand for four years. uch as Prozac and Viagra. This book by Interbrand Newell and Sorrell, the worlds leading branding consultancy, provides cutting-edge thinking on this area and lessons for anyone involved in brand development and management.

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