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Brand Medicine
The Role of Branding in the Pharmaceutical Industry
Udgivet af Palgrave Macmillan
ISBN
9781349425884
Om denne bog
As governments seek to mitigate the cost of state-subsidised 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 c…
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Bogdetaljer
Forlag
Palgrave Macmillan
Kategori
Forretningsstrategier
ISBN-13
9781349425884
EAN
9781349425884
Format
Hæftet
Sprog
Engelsk
sider
308
Undertitel
- The Role of Branding in the Pharmaceutical Industry
Produktbeskrivelse
As governments seek to mitigate the cost of state-subsidised 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, the world''s leading branding consultancy, provides cutting edge thinking on this area and lessons for anyone involved in brand development and management.
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