Building Global Biobrands: Taking Biotechnology to Market

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9780743222440: Building Global Biobrands: Taking Biotechnology to Market

George Morrow

Executive Vice President, Worldwide Sales and Marketing, Amgen

The essence of branding biopharma products is telling well the story of the match between product performance and customer needs. Simon and Kotler have provided a feast of examples of the branding strategies deployed with biopharma products. Their book will be a valuable reference for all students of branding.

Vom Verlag:

Two leading marketing strategists Francoise Simon and Philip Kotler combine their expertise in the first ever book to offer cutting-edge global strategies for marketing biotechnology. With revolutionary biotechnological breakthroughs occurring in every sector, from medicine and defence to food and cosmetics, the twenty-first century is rapidly taking shape as the Biotech Century. Along with the enormous global opportunities presented by this revolution, however, businesses are faced with an array of unprecedented challenges in creating and sustaining brands in this extraordinarily fast-moving market. In MARKETING BIOTECHNOLOGY, two of marketing's prominent experts direct their attention to finding the solutions that specifically address the new, burgeoning biotech market. In creating this first-of-its-kind book, Francoise Simon and Philip Kotler have drawn on five years of consulting and research to show managers how bioscience and information technology can be combined to build powerful new business models. These models will help companies innovate with biotech networks, win customers with global bio brands, and create sustainable advantage worldwide.

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