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Brand medicine the role of branding in the pharmaceutical industry /

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Bibliographic Details
Group Author: Blackett, Tom.; Robins, Rebecca.
Published:
Literature type: Electronic Software eBook
Language: English
Subjects:
Sales & marketing.
Business and Management.
Online Access: http://www.palgraveconnect.com/doifinder/10.1057/9780230522510
Item Description: Ebook.
Originally published in: 2001.
Carrier Form: 336 p.
ISBN: 9780333930984
9780230522510 :
0230522513 :
CLC: F763
Contents: Introduction The Development of Branding as a Key Business Strategy Clinical Development and Branding Pharmaceutical Brand Name Development Brand Packaging Design Packaging for the Elderly The Role of Advertising in Branding Pharmaceuticals Direct to Consumer Branding: The US Perspective Direct to Consumer Branding: Europe and Asia Public Relations and its Role in Pharmaceutical Brand Building The Rx to OTC Switch: Creating the Climate for Change Successful 'Switch' Strategies Trade Mark Legal Issues Regulatory Issues The Government View The Valuation of Pharmaceutical Brands Nutraceuticals The Future of Branding in the Pharmaceutical Industry.

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