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Pharmaceutical Product Branding Strategies

Pharmaceutical Product Branding Strategies PDF
Author: Mark Paich
Publisher: CRC Press
ISBN: 1000687619
Size: 60.62 MB
Format: PDF, ePub
Category : Medical
Languages : en
Pages : 312
View: 1283

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This updated Second Edition details how marketers, forecasters, and brand planners can achieve optimal success by building internally consistent simulation models to project future behavior of patients, physicians, and R&D processes. By introducing the reader to the complexities facing many pharmaceutical firms, specifically issue

Pharmaceutical Product Branding Strategies

Pharmaceutical Product Branding Strategies PDF
Author: Mark Paich
Publisher: CRC Press
ISBN: 9781420087703
Size: 12.57 MB
Format: PDF, Mobi
Category : Medical
Languages : en
Pages : 312
View: 4346

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This updated Second Edition details how marketers, forecasters, and brand planners can achieve optimal success by building internally consistent simulation models to project future behavior of patients, physicians, and R&D processes. By introducing the reader to the complexities facing many pharmaceutical firms, specifically issues around cross-functional coordination and knowledge integration, this guide provides a framework for dynamic modeling of interest to several pharmaceutical markets, including epidemiology, market definitions, compliance/persistency, and revenue generation in the context of patient flows or movements. Features in the text include:

Pharmaceuticals Where S The Brand Logic

Pharmaceuticals Where s the Brand Logic  PDF
Author: Giles David Moss
Publisher: CRC Press
ISBN: 1439804273
Size: 46.61 MB
Format: PDF, Docs
Category : Medical
Languages : en
Pages : 248
View: 4533

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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 his or her 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 much, 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.

Pharmaceutical Branding Strategies

Pharmaceutical Branding Strategies PDF
Author: Stephen Seget
Publisher:
ISBN:
Size: 73.73 MB
Format: PDF, ePub, Docs
Category :
Languages : en
Pages : 163
View: 7388

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Branding is a central issue in the pharma industry. But while the FMCG industry has highly sophisticated branding models, pharma is much less developed and product managers need to put brand equity at the heart of product development and marketing.

Pharmaceutical Branding Strategies

Pharmaceutical Branding Strategies PDF
Author:
Publisher:
ISBN:
Size: 40.98 MB
Format: PDF, Docs
Category :
Languages : en
Pages :
View: 6047

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Branding is a central issue in the pharma industry. But while the FMCG industry has highly sophisticated branding models, pharma is much less developed and product managers need to put brand equity at the heart of product development and marketing.

Brand Medicine

Brand Medicine PDF
Author: T. Blackett
Publisher: Springer
ISBN: 0230522513
Size: 73.55 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : en
Pages : 308
View: 3824

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As governments seek to mitigate the cost of state-subsidised healthcare, branding in the pharmaceutical industry has become a critical issue. Drugs companies must change their methods of communication and distribution - focusing more on their direct relationship with the consumer. This requires fundamental changes in consumer behaviour, access to information, freedom of choice and value for money. Brands and brand values will play a leading role in this process, as has been seen with products such as Prozac and Viagra. This book by Interbrand Newell and Sorrell, the world's leading branding consultancy, provides cutting edge thinking on this area and lessons for anyone involved in brand development and management.

Innovation And Marketing In The Pharmaceutical Industry

Innovation and Marketing in the Pharmaceutical Industry PDF
Author: Min Ding
Publisher: Springer Science & Business Media
ISBN: 1461478014
Size: 15.30 MB
Format: PDF, Mobi
Category : Medical
Languages : en
Pages : 768
View: 1361

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The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success—or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: · An extensive literature review, including coverage of research from fields other than marketing · an overview of how practitioners have addressed the topic · introduction of relevant analytical tools, such as statistics and ethnographic studies · suggestions for further research by scholars and students The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.

Cases On Branding Strategies And Product Development Successes And Pitfalls

Cases on Branding Strategies and Product Development  Successes and Pitfalls PDF
Author: Sarma, Sarmistha
Publisher: IGI Global
ISBN: 146667394X
Size: 59.49 MB
Format: PDF, Kindle
Category : Business & Economics
Languages : en
Pages : 417
View: 6009

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The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative to success in a competitive marketplace. Cases on Branding Strategies and Product Development: Successes and Pitfalls is a collection of case studies illustrating successful brand management strategies as well as common errors of unsuccessful brands. This premier reference work takes a global perspective on branding, providing unique insights for academicians and industrial experts in replicating the successful strategies in different markets.

Monte Carlo Simulation For The Pharmaceutical Industry

Monte Carlo Simulation for the Pharmaceutical Industry PDF
Author: Mark Chang
Publisher: CRC Press
ISBN: 9781439835937
Size: 25.96 MB
Format: PDF, Mobi
Category : Mathematics
Languages : en
Pages : 564
View: 5532

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Helping you become a creative, logical thinker and skillful "simulator," Monte Carlo Simulation for the Pharmaceutical Industry: Concepts, Algorithms, and Case Studies provides broad coverage of the entire drug development process, from drug discovery to preclinical and clinical trial aspects to commercialization. It presents the theories and methods needed to carry out computer simulations efficiently, covers both descriptive and pseudocode algorithms that provide the basis for implementation of the simulation methods, and illustrates real-world problems through case studies. The text first emphasizes the importance of analogy and simulation using examples from a variety of areas, before introducing general sampling methods and the different stages of drug development. It then focuses on simulation approaches based on game theory and the Markov decision process, simulations in classical and adaptive trials, and various challenges in clinical trial management and execution. The author goes on to cover prescription drug marketing strategies and brand planning, molecular design and simulation, computational systems biology and biological pathway simulation with Petri nets, and physiologically based pharmacokinetic modeling and pharmacodynamic models. The final chapter explores Monte Carlo computing techniques for statistical inference. This book offers a systematic treatment of computer simulation in drug development. It not only deals with the principles and methods of Monte Carlo simulation, but also the applications in drug development, such as statistical trial monitoring, prescription drug marketing, and molecular docking.

Brand Planning For The Pharmaceutical Industry

Brand Planning for the Pharmaceutical Industry PDF
Author: Janice MacLennan
Publisher: Routledge
ISBN: 1351954857
Size: 51.41 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 176
View: 3209

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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.

The Significance Of Branding In The Pharmaceutical Industry

The Significance of Branding in the Pharmaceutical Industry PDF
Author: Zahra Ladha
Publisher:
ISBN:
Size: 22.45 MB
Format: PDF, ePub
Category : Branding (Marketing)
Languages : en
Pages : 154
View: 4868

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Traditionally, and for several years, consumer goods companies have relied heavily on branding to successfully market and sell products. Recently, however, the pharmaceutical industry has recognized the importance and significance of branding even more and has re-structured their marketing departments to now include brand managers for their products. Consumer goods companies have followed a particular structure in how they brand their products. It is still debatable, however, if this model can be transferred and adapted to the pharmaceutical industry. This paper discusses the meaning of branding in general, and discusses the advantages and disadvantages of it. Next, the need for branding in the pharmaceutical company is discussed followed by the advantages and challenges of branding in this industry. Examples are given of pharmaceutical companies that currently use these branding strategies. The paper proceeds with a discussion about specific branding strategies that are effective for this industry, and finally, consumer perceptions of generic versus branded drugs are examined. In addition to the secondary research discussed in this paper, additional primary research is conducted to answer several questions pertaining to consumer views on branded versus generic medications in terms of perception of price differential, advertising differences, and purchase decision influences. The results are discussed followed by some implications and conclusions. Finally, the project concludes with some recommendations to pharmaceutical companies about the results of the paper and tips for successful branding.

New Techniques For Brand Management In The Healthcare Sector

New Techniques for Brand Management in the Healthcare Sector PDF
Author: Borges, Ana Pinto
Publisher: IGI Global
ISBN: 1799830365
Size: 36.75 MB
Format: PDF, Mobi
Category : Business & Economics
Languages : en
Pages : 244
View: 7080

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Irrespective of the legal sphere and type of care (primary, secondary, and continuing), providers must ensure that users receive quality healthcare through the efficient use of resources, responsiveness, affordability, and the equal treatment of patients. Management and marketing have been playing an important role in this sector with the importance of branding growing in the healthcare market. The chance for brand in healthcare is determined by the challenges to increase and improve consumer choice. That's something to which providers and health systems, in general, have not been familiarized. New Techniques for Brand Management in the Healthcare Sector is a critical research publication that explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private, public, and social health sectors and examines the movement from healthcare as a priceless commodity to one that can be, and is, commodified. Highlighting topics such as e-health, medical tourism, and brand management, this publication is essential for hospital directors, marketers, advertisers, promotion coordinators, brand managers, product specialists, academicians, healthcare professionals, brand strategists, policymakers, researchers, and students.

Pharmaceutical Product Development

Pharmaceutical Product Development PDF
Author: Vandana B. Patravale
Publisher: CRC Press
ISBN: 1498730787
Size: 75.46 MB
Format: PDF, Kindle
Category : Medical
Languages : en
Pages : 433
View: 1637

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Pharmaceutical product development is a multidisciplinary activity involving extensive efforts in systematic product development and optimization in compliance with regulatory authorities to ensure the quality, efficacy and safety of resulting products. Pharmaceutical Product Development equips the pharmaceutical formulation scientist with extensive and up-to-date knowledge of drug product development and covers all steps from the beginning of product conception to the final packaged form that enters the market and lifecycle management thereof. Applications of core scientific principles for product development are also thoroughly discussed in conjunction with the latest approaches involving design of experiment and quality by design with comprehensive illustrations based on practical case studies of several dosage forms. The book presents pharmaceutical product development information in an easy-to-read mode with simplified theories, case studies and guidelines for students, academicians and professionals in the pharmaceutical industry. It is an invaluable resource and hands-on guide covering managerial, regulatory and practical aspects of pharmaceutical product lifecycle management.

Pharmaceutical Product Strategy

Pharmaceutical Product Strategy PDF
Author: Mark Paich
Publisher: CRC Press
ISBN: 9781135485269
Size: 69.27 MB
Format: PDF, Kindle
Category : Medical
Languages : en
Pages : 328
View: 3029

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Focusing on cross-functional coordination and knowledge integration, Pharmaceutical Product Strategy: Using Dynamic Modeling for Effective Brand Planning introduces many of the complexities facing many pharmaceutical firms. The book examines issues surrounding utilization of information, consistency of assumptions, and the need for processes that integrate various functional areas. It also discusses why the dynamic modeling process is an effective way to address these problems in a systematic and accessible way. An appendix covers more technical points of dynamic model analysis including agent-based approaches and mathematics of continuous formulations, and details for choice models and conjoint analysis.

Strategic Brand Management

Strategic Brand Management PDF
Author: Kevin Lane Keller
Publisher: Pearson Education
ISBN: 9780273706328
Size: 38.71 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 829
View: 887

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Finely focused on the "how to" and "why" throughout, this strategy guide provides specific tactical guidelines for planning, building, measuring, and managing brand equity. This approach considers why brands are important, what they represent to consumers, and what should be done by firms to manage them properly.

International Marketing And Trade Of Quality Food Products

International marketing and trade of quality food products PDF
Author: Maurizio Canavari
Publisher: Wageningen Academic Publishers
ISBN: 9086860893
Size: 23.35 MB
Format: PDF, ePub, Mobi
Category : Business & Economics
Languages : en
Pages : 348
View: 3394

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Due to increased purchasing power of certain consumer segments all over the world and the related growing demand for food specialties for differentiated goods in the international markets, agri-food trade and marketing is no longer focused on commodities only. Key concepts of 'Marketing', 'International Trade' and 'Quality' are taking the forefront in the scientific debate among agricultural economists dealing with agricultural and food products markets. The need for scientific knowledge about several aspects of marketing for quality food products is growing. The aim of this book is to link these key concepts together and consider connections, overlaps, contradictions and complementarities between them. This book contains peer-reviewed articles covering a range of studies on international marketing and trade for quality food products and is edited with the support of the BEAN-QUORUM project, funded by the European Union's Asia Link Programme. The topics covered by the studies range from geographical indications to organic food; from fair trade to functional food; from knowledge about quality requirements to the impact of the quest for quality. The geographical scope of the studies is broad and the perspectives vary including the consumer, the producer and the supply chain side. The focal interest of the studies also range from competitiveness, to policy, to potential demand. The book is of interest to researchers and practitioners in international food networks of all types.

Pharmaceutical Marketing

Pharmaceutical Marketing PDF
Author: Ross Mullner
Publisher: Emerald Group Publishing
ISBN: 1845448553
Size: 45.65 MB
Format: PDF, Kindle
Category : Business & Economics
Languages : en
Pages : 92
View: 6905

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The purpose of this title is to address some of the complex and controversial issues posed by pharmaceutical marketing. Specifically, articles in this work will address the impact of direct-to-consumer advertising of drugs, the marketing of drugs over the Internet, pharmaceutical companies' marketing policies, and the marketing of herbal products, which are not regulated by the United States Food and Drug Administration (FDA). Hopefully, it will provide many new insights into the benefits and pitfalls of pharmaceutical marketing. Originally published as Journal of Consumer Marketing (2005, Vol.22, No.7)

Brand Management

Brand Management PDF
Author: Harsh V. Verma
Publisher: Excel Books India
ISBN: 9788174464804
Size: 31.80 MB
Format: PDF
Category : Brand name products
Languages : en
Pages : 477
View: 1391

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Brands are wealth generators of the 21st century. With this in mind 'Brand Management' focuses on the key decision areas of competition and brand, concept of brand, brand equity, brand over time and branding strategies. The theoretical constructs are illustrated using case studies.

Neuromarketing A Peep Into Customer S Minds

Neuromarketing  A Peep Into Customer S Minds PDF
Author:
Publisher: PHI Learning Pvt. Ltd.
ISBN: 8120338685
Size: 40.76 MB
Format: PDF, Kindle
Category : Consumer behavior
Languages : en
Pages : 260
View: 2360

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Therefore, the researchers, in the field, have devised a new concept called neuro-marketing, which maps the cognitive behaviour (the way one thinks and reacts) of a consumer. This comprehensive book highlights various aspects of neuromarketing, its application to study consumer behaviour, and its techniques to strengthen brand management and advertising strategies. The book has been organized into four different sections. Section I details on essentials of marketing and brand management. Section II digs on to the rationale of neuromarketing, explaining the structure and the function of the human brain. The correlation between autonomic nervous system and brand communication is also explained in detail in the text. Students are also introduced to the concepts of brain laterality and to the various research methods used to conduct neuromarketing such as functional Magnetic Resonance Imaging (fMRI), Magnetic Resonance Imaging (MRI) and coloured scanning. Section III digs on to the emerging areas of neuromarketing with the help of some important research pape Section IV discusses concepts of neuromarketing in an integrated approach. The section also presents some application areas with special reference to communication strategy, design and product life-cycle.

Handbook Of Research On Future Policies And Strategies For Nation Branding

Handbook of Research on Future Policies and Strategies for Nation Branding PDF
Author: Pistikou, Victoria
Publisher: IGI Global
ISBN: 1799875350
Size: 62.44 MB
Format: PDF, ePub
Category : Business & Economics
Languages : en
Pages : 383
View: 362

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By taking corporate marketing concepts and applying it to countries, “nation branding” is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economics and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with this purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. The Handbook of Research on Future Policies and Strategies for Nation Branding discusses how exactly nation branding works to benefit the function and mission of these nations along with showing how nation branding can be used as a strategic asset for the redesign of economic, political, and social characteristics of a country. The chapters outline the given situation of nations and the nature and implications of the brand that is required, measure branding inference, and propose future steps for nation branding. This book is a critical reference source for brand managers, tourism professionals, marketers, advertisers, government officials, travel agencies, academicians, researchers, and students working in the fields of international relations, economics, social sciences, business studies, marketing, and entrepreneurship.