Brand medicine : the role of branding in the pharmaceutical industry / edited by Tom Blackett and Rebecca Robins.

Contributor(s):

Material type: Text

TextPublisher: New York : Palgrave 2001Description: xxvi, 308 pages. : illustrations. (some color.) ; 24 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0333930983 (cloth : alk. paper)

Subject(s):

DDC classification:

381.4561510973 21 B

Online resources:

Abstract

Incomplete contents:

Branding and its potential within the pharmaceutical industry / Tom Blackett -- The valuation of pharmaceutical brands / Nick Liddell -- The Rx to OTC switch, creating the climate for change / Gary Lyon -- Successful switch strategies / Hugh Ferrier -- Direct-to-consumer branding, the US perspective / Anne Devereux -- Direct-to-consumer branding, Europe and Asia / Rob Benson -- The role of advertising in branding pharmaceuticals / Michael Paling -- Public relations and its role in pharmaceutical brand building / David Catlett -- Clinical development and branding / Stuart Cooper -- Pharmaceutical brand name development / Rebecca Robins -- Brand packaging design / Jeremy Scholfield and Julian Thomas -- Packaging for the elderly / Herbert M. Meyers -- Regulatory issues and generic names ; How to achieve global trade mark protection / Alison Azulay -- The government view / Richard Marsh and Gareth Evans -- Nutraceuticals / Hugo Ehrnreich -- Complementary and alternative medicines / Particia Tan -- The future of branding in the pharmaceutical industry / Tom Harrison.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Books	Main library A6	381.4561510973 B (Browse shelf(Opens below))	Available		00000976

Browsing Main library shelves, Shelving location: A6 Close shelf browser (Hides shelf browser)

Previous						No cover image available	No cover image available	Next
Previous	381.142 K.K.G Global e-commerce : impacts of national environment and policy /	381.149 L.N.R The retail revolution : how Wal-Mart created a brave new world of business /	381.3 G.E.C Consumer economics : issues and behaviors /	381.4561510973 B Brand medicine : the role of branding in the pharmaceutical industry /	382. 92 M.O.G. الجات GATT ومصر والبلدان العربية من هافانا إلى مراكش 1947-1994 /	382 A.M.S الصراع التجاري الدولي /	382 H.S.K قضايا معاصرة في التجارة الدولية /	Next

Includes bibliographical references and index.

Branding and its potential within the pharmaceutical industry / Tom Blackett --
The valuation of pharmaceutical brands / Nick Liddell --
The Rx to OTC switch, creating the climate for change / Gary Lyon --
Successful switch strategies / Hugh Ferrier --
Direct-to-consumer branding, the US perspective / Anne Devereux --
Direct-to-consumer branding, Europe and Asia / Rob Benson --
The role of advertising in branding pharmaceuticals / Michael Paling --
Public relations and its role in pharmaceutical brand building / David Catlett --
Clinical development and branding / Stuart Cooper --
Pharmaceutical brand name development / Rebecca Robins --
Brand packaging design / Jeremy Scholfield and Julian Thomas --
Packaging for the elderly / Herbert M. Meyers --
Regulatory issues and generic names ; How to achieve global trade mark protection / Alison Azulay --
The government view / Richard Marsh and Gareth Evans --
Nutraceuticals / Hugo Ehrnreich --
Complementary and alternative medicines / Particia Tan --
The future of branding in the pharmaceutical industry / Tom Harrison.

There are no comments on this title.

to post a comment.

FUE Central Library

Brand medicine : the role of branding in the pharmaceutical industry / edited by Tom Blackett and Rebecca Robins.

Browsing Main library shelves, Shelving location: A6 Close shelf browser (Hides shelf browser)