Pharmaceuticals--where's the brand logic? : branding lessons and strategies
by
Moss, Giles David., author.
Title
:
Pharmaceuticals--where's the brand logic? : branding lessons and strategies
Author
:
Moss, Giles David., author.
ISBN
:
9780429092268
Physical Description
:
1 online resource (xv, 223 pages)
Contents
:
ch. 1. Branding history -- ch. 2. What is branding? -- ch. 3. Brand architecture -- ch. 4. Corporate brand -- ch. 5. The franchise brand -- ch. 6. Developing brands -- ch. 7. Product brand longevity -- ch. 8. Sustaining a product brand over time -- ch. 9. The pharmaceutical industry brand -- ch. 10. The pharmaceutical business model.
Subject Term
:
Drugs -- Marketing.
Branding (Marketing)
Pharmaceutical industry.
Electronic Access
:
| Library | Material Type | Item Barcode | Shelf Number | [[missing key: search.ChildField.HOLDING]] | Status |
|---|
| Online Library | E-Book | 546677-1001 | HD9665.5 .M66 2007 | | CRC E-Books |