Общий менеджмент

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Brand Medicine: The Role of Branding in the Pharmaceutical Industry

Автор: Tom Blackett, Rebecca Robins
Год: 2001
Издание: [не указанo]
Страниц: 307
ISBN: 9780333930984
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 behavior, 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 asProzac 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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