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Books
Pharmaceuticals-- where's the brand logic? : branding lessons and strategies
- Author / Creator
- Available as
- Physical
Details
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- Creator
- Giles David Moss
- Format
- Books
- Language
- English
- Publication
-
- New York : Pharmaceutical Products Press, [2007]
- ©2007
- Physical Details
-
- xv, 223 pages : illustrations ; 22 cm
- ISBNs
- 9780789032584, 0789032589, 9780789032591, 0789032597
- OCLC
- ocm76073933
- Includes bibliographical references (pages 203-207) and index.
- Branding history -- What is branding? -- Brand architecture -- Corporate brand -- The franchise brand -- Developing brands -- Product brand longevity -- Sustaining a product brand over time -- The pharmaceutical industry brand -- The pharmaceutical business model
Subjects
- Drug Industry -- methods.
Medical Subject Heading
- Marketing.
Medical Subject Heading
- Drugs -- Marketing.
- Brand name products -- Management.
- Pharmaceutical industry.