Brand Medicine

Brand Medicine

4.11 - 1251 ratings - Source

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.The Role of Branding in the Pharmaceutical Industry Tom Blackett, Rebecca Robins. appear to be the same brand ... Ideally, for this approach to have maximum effect, it should be accompanied by a branding manual. The latter would set out toanbsp;...

Title:Brand Medicine
Author:Tom Blackett, Rebecca Robins
Publisher:Palgrave Macmillan - 2001-04-27


You Must CONTINUE and create a free account to access unlimited downloads & streaming