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Brand Planning for the Pharmaceutical Industry
Af: Janice MacLennan Engelsk Paperback
SPAR
kr 82
Brand Planning for the Pharmaceutical Industry
Af: Janice MacLennan Engelsk Paperback
Written by John Lidstone and Janice MacLennan, the second edition of Marketing Planning for the Pharmaceutical Industry became accepted as the bible for the industry. In this new companion book Janice MacLennan picks up two of the themes touched on in Marketing Planning - market segmentation and branding, and the inter-relationship between these two - and with this book makes them key topics for discussion. Brand Planning for the Pharmaceutical Industry begins by exploring what branding is and why it is of importance, particularly to the pharmaceutical sector. The book then goes on to show how branding can be integrated into the early stages of the commercialization process for new products, both in theory and in the ''real'' world. The book provides a step-by-step guide to brand planning, using market segmentation as the starting point. The book is split into two parts, the first dealing comprehensively with brand planning for products yet to get to the market, with the second part applying the same process to products that are already on the market. Both parts are extremely pragmatic, full of pertinent examples and insights from the pharmaceutical industry, and are directly applicable to your own brand planning. Brand Planning for the Pharmaceutical Industry concludes by confronting the problems that organizations are likely to have in actually making brand planning an integral part of their work and presents strategies for dealing with them.
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Written by John Lidstone and Janice MacLennan, the second edition of Marketing Planning for the Pharmaceutical Industry became accepted as the bible for the industry. In this new companion book Janice MacLennan picks up two of the themes touched on in Marketing Planning - market segmentation and branding, and the inter-relationship between these two - and with this book makes them key topics for discussion. Brand Planning for the Pharmaceutical Industry begins by exploring what branding is and why it is of importance, particularly to the pharmaceutical sector. The book then goes on to show how branding can be integrated into the early stages of the commercialization process for new products, both in theory and in the ''real'' world. The book provides a step-by-step guide to brand planning, using market segmentation as the starting point. The book is split into two parts, the first dealing comprehensively with brand planning for products yet to get to the market, with the second part applying the same process to products that are already on the market. Both parts are extremely pragmatic, full of pertinent examples and insights from the pharmaceutical industry, and are directly applicable to your own brand planning. Brand Planning for the Pharmaceutical Industry concludes by confronting the problems that organizations are likely to have in actually making brand planning an integral part of their work and presents strategies for dealing with them.
Produktdetaljer
Sprog: Engelsk
Sider: 176
ISBN-13: 9781138247826
Indbinding: Paperback
Udgave:
ISBN-10: 1138247820
Kategori: Salg og marketing
Udg. Dato: 23 sep 2016
Længde: 13mm
Bredde: 211mm
Højde: 298mm
Oplagsdato: 23 sep 2016
Forfatter(e): Janice MacLennan
Forfatter(e) Janice MacLennan


Kategori Salg og marketing


Sprog Engelsk


Indbinding Paperback


Sider 176


Udgave


Længde 13mm


Bredde 211mm


Højde 298mm


Udg. Dato 23 sep 2016


Oplagsdato 23 sep 2016

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