Giles David Moss

Pharmaceuticals-Where's the Brand Logic? (eBook, ePUB)

Branding Lessons and Strategy

• Format: ePub

Produktbeschreibung

Pharmaceutical companies need to go beyond simply relying on strong sales forces and innovative research and development to succeed. Effective branding strategy is essential. PharmaceuticalsWhere's the Brand Logic?: Branding Lessons and Strategy discusses in detail the application of current consumer branding theory to pharmaceutical marketing. This comprehensive book pulls information from fast moving consumer goods (FMCG) research and brand theory and applies it to the pharmaceutical world. It looks at branding on multiple levels within the pharmaceutical industry, including the industry brand, the corporate brand, the franchise brand, and the global and local product brand. Practical strategies are extensively explained and future challenges facing the pharmaceutical industry are explored, all geared to help any pharmaceutical professional to successfully market his or her brand.

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Produktdetails

• Verlag: Taylor & Francis
• Erscheinungstermin: 19. April 2016
• Englisch
• ISBN-13: 9781040195925
• Artikelnr.: 72301624