Pharmaceuticals- Branding Lessons and Strategy

Giles D. Moss, "Pharmaceuticals-where's the Brand Logic?: Branding Lessons and Strategy"
Informa Healthcare | 2007 | ISBN: 0789032589, 0789032597 | 248 pages | PDF | 10,8 MB

Insights and analysis that challenge current thought on consumer branding theory and strategy

Pharmaceutical companies need to go beyond simply relying on strong sales forces and innovative research and development to succeed. Effective branding strategy is essential. Pharmaceuticals--Where'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 their brand.

Pharmaceuticals--Where's the Brand Logic?: Branding Lessons and Strategy may well become a daily reference for anyone in the industry, providing in a single volume a framework for the organization of a brand portfolio for any pharmaceutical company. This unique resource challenges traditional thought about the concept of branding in the pharmaceutical industry, examining several of the most difficult branding theory issues. This helpful guide provides several figures to fully explain data.

Topics in Pharmaceuticals--Where's the Brand Logic?: Branding Lessons and Strategy include:

What is branding
How is branding applied to the FMCG and pharmaceutical industries
Corporate brands--and how they can be leveraged
Franchise branding as a business strategy
Developing and sustaining pharmaceutical brands over time
Saving the credibility of the pharmaceutical industry
Changing the pharmaceutical business model to use branding as a strategic tool
And much, more

Pharmaceuticals--Where's the Brand Logic?: Branding Lessons and Strategy provides the information and tools to help gain the competitive edge in a tough marketplace. This is an invaluable resource for anyone in the global pharmaceutical industry, including marketing personnel, senior management, general managers, strategy groups, and training departments. 

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Pharmaceutical Marketing: A Practical Guide

Designed as a practical guide for the pharmaceutical industry, Pharmaceutical Marketing applies cutting-edge marketing concepts and tools to the real-world intricacies of marketing a heavily regulated product whose success is determined not by the actual end-user, but by various industry stakeholders. From creating a worldwide vision that cascades into local tactics to managing a drug portfolio or pricing a particular product, this book guides readers through developing, implementing, and auditing a successful marketing strategy geared specifically to the pharmaceutical industry. It provides graphs, tables, worksheets, pharmaceutical case studies, and a sample marketing strategy.

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Basic Marketing 17e

 

Author: 

William D. Perreault

Joseph P. Cannon

E. Jerome McCarthy

ISBN: 

9780073381053 

Year/2008
Pages/840

Basic Marketing 17e builds on the foundation pillars of previous editions the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the "four Ps" in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. Over many editions there has been constant change in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketings best practices and ideas. Throughout all of these changes, Basic Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent best practices. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.

 

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