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.
Electronic Access:
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Library | Material Type | Item Barcode | Shelf Number | Status | Item Holds |
|---|---|---|---|---|---|
Searching... | E-Book | 546677-1001 | HD9665.5 .M66 2007 | Searching... | Searching... |