Building global biobrands : taking biotechnology to market / Françoise Simon, Philip Kotler ; foreword by Kevin Sharer.

Format:

Book

Author/Creator:

Simon, Francoise, 1946-

Contributor:

Kotler, Philip.

Language:

English

Subjects (All):

Biotechnology industries.

Biotechnology--Marketing.

Biotechnology.

Pharmaceutical biotechnology industry.

Marketing.

Physical Description:

xv, 336 pages : illustrations ; 24 cm

Place of Publication:

New York : Free Press, [2003]

Summary:

Two foremost marketing strategists combine their expertise in the first ever book to offer cutting-edge global strategies for marketing biotechnology. 20 charts & graphs.

Contents:

1. The New Bio Marketspace

2. Transforming Forces in the Biosector

3. Innovating with Bionetworks

4. Formulating Biomarketing

5. Building Biobrands

6. Sustaining Global Biobrands

7. Renewing Biobrands

8. Balancing Access and Price

9. Biopricing Strategies

10. Linking Online and Offline Strategies.

Notes:

Includes bibliographical references (pages 293-310) and index.

Other Format:

Online version: Simon, Françoise. Building global biobrands.

ISBN:

074322244X

9780743222440

OCLC:

51553472

Online:

Contributor biographical information

Publisher description

hawk.mta.ac.il/books/21794.pdf