Brand Planning for the Pharmaceutical Industry is a step-by-step guide, with examples from the pharmaceutical industry directly applicable to your own brand planning. It begins by exploring the definition of branding and why it is of importance, particularly to the pharmaceutical sector. It shows how branding can be successfully integrated into the early stages of the commercialization process for new products, both in theory and in practice.
Brand Planning for the Pharmaceutical Industry is a step-by-step guide, with examples from the pharmaceutical industry directly applicable to your own brand planning. It begins by exploring the definition of branding and why it is of importance, particularly to the pharmaceutical sector. It shows how branding can be successfully integrated into the early stages of the commercialization process for new products, both in theory and in practice.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Janice MacLennan is Managing Director of St Clair Consulting Ltd, a leading marketing consultancy for the pharmaceutical industry. She is considered a pioneer amongst her peers for the creation of SCRxIBE pharmaceutical strategic marketing planning software.
Inhaltsangabe
Contents: Introduction. Part I Developing a Brand Plan for a New Product: Market segmentation External analysis - the starting point The internal analysis - the next step Joining-up the thinking Formulating the strategy Developing the brand strategy Completing the plan. Part II Planning for an In-Line Brand: Reviewing the market size, value and competitor dynamics Reviewing the brand situation Setting new brand objectives Planning for implementation Reviewing the sales forecast Building the brand through effective communication Monitoring and controlling the implementation of the brand plan Conclusion Index.
Contents: Introduction. Part I Developing a Brand Plan for a New Product: Market segmentation External analysis - the starting point The internal analysis - the next step Joining-up the thinking Formulating the strategy Developing the brand strategy Completing the plan. Part II Planning for an In-Line Brand: Reviewing the market size, value and competitor dynamics Reviewing the brand situation Setting new brand objectives Planning for implementation Reviewing the sales forecast Building the brand through effective communication Monitoring and controlling the implementation of the brand plan Conclusion Index.
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