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OverviewFull Product DetailsAuthor: Giles David MossPublisher: Taylor & Francis Inc Imprint: CRC Press Inc Dimensions: Width: 15.20cm , Height: 2.20cm , Length: 22.90cm Weight: 0.544kg ISBN: 9780789032584ISBN 10: 0789032589 Pages: 248 Publication Date: 13 June 2007 Audience: College/higher education , Tertiary & Higher Education Format: Hardback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsForeword (E. M. [Mick] Kolassa) Preface Chapter 1. Branding History The Pharmaceutical Product Attribute Trap Products, Not Brands Conclusions Chapter 2. What Is Branding? What Is a Strong Brand? Markets That Change Classic Brand Management Modern Brand Management Career Paths in Marketing Conclusions Chapter 3. Brand Architecture Introduction Brand Hierarchy Other Brand Extension Strategies Product Brand Differentiators Why Manage a Pharmaceutical Brand Portfolio? Providing Focus for Business Development and Alliances Conclusions Chapter 4. Corporate Brand What Does a Corporate Brand Stand For? Relevance of a Corporate Brand in Pharmaceuticals Leveraging Corporate Brands Downside of Corporate Brands Conclusions Chapter 5. The Franchise Brand Pharmaceutical Franchises Advantages of Owning a Real Franchise Franchise Criteria Franchises—An Underused Opportunity? Who Should Be Building Franchise Brands? Conclusions Chapter 6. Developing Brands Global Branding Are the Driving Forces the Same in Pharmaceuticals? Attitudes Toward Global Brands Global Brands in Pharmaceuticals Direct-to-Consumer Advertising (DTCa) The Internet Pharmaceutical Branding Complexity Conclusions Chapter 7. Product Brand Longevity Consumer Experience Distributor Own Brands and Generics Brand Decline Conclusions Chapter 8. Sustaining a Product Brand Over Time Pharmaceutical Brand Life Determinants Conclusions Chapter 9. The Pharmaceutical Industry Brand Why Do People Prefer Tobacco Companies to Pharmaceutical Companies? Victims or Creators of Our Own Destiny? What the Future Brings Moving Forward Conclusions Chapter 10. The Pharmaceutical Business Model The Blockbuster Model: What Have We Learned? Blurring Segmentation Between Pharmaceuticals, Biotech, and Generic Models Strategy Decisions Taking Decades to Pay Off Complexity of Brand Communication Increasing The Answer? Conclusions Notes IndexReviewsAuthor InformationGiles David Moss Tab Content 6Author Website:Countries AvailableAll regions |
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