Brand Medicine: The Role of Branding in the Pharmaceutical Industry
Author:   T. Blackett ,  R. Robins ,  Tom Blackett ,  Rebecca Robins
Publisher:   Palgrave Macmillan
ISBN:  

9780333930984


Pages:   308
Publication Date:   27 April 2001
Format:   Hardback
Availability:   In Print   Availability explained
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Brand Medicine: The Role of Branding in the Pharmaceutical Industry


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Overview

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.

Full Product Details

Author:   T. Blackett ,  R. Robins ,  Tom Blackett ,  Rebecca Robins
Publisher:   Palgrave Macmillan
Imprint:   Palgrave Macmillan
Dimensions:   Width: 15.20cm , Height: 2.50cm , Length: 22.90cm
Weight:   0.638kg
ISBN:  

9780333930984


ISBN 10:   0333930983
Pages:   308
Publication Date:   27 April 2001
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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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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