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BULLSEYES AND BLUNDERS IBD

BSP BOOKS PVT. LTD.
01 / 2019
9789388305617
Inglés

Sinopsis

Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing is a first-of-its-kind of a book. The book is an invaluable resource for the practitioners as well as the students of pharmaceutical marketing. The case studies presented in the book offer many experiential insights into how some of the world&rsquo,s renowned pharmaceutical marketers built, launched, defended and managed their brands and steered them clear of competition. The Bullseyes in the book present a snapshot of these winning brands.áStudying the Blunders or failures or flops too is significant for the practitioners and students of marketing alike. Because these provide the much-needed insights into the essential, Don&rsquo,ts while building and managing their brands.áBullseyes and Blunders provides a more practical understanding of various topics that are highly relevant for the Pharma brand managers and marketing managers. These are market opportunity analysis, product positioning, product launches, life cycle management, building and defending a disease-franchise among others.Contents:á1.ááááThe Pharmaceutical Market2.ááááThe Pharmaceutical Product3.ááááTherapeutic Leadership4.ááááProduct Launch Strategy5.ááááLife Cycle Management6.ááááPharmaceutical Marketing Practices: Good and Bad7.ááááDisease Branding8.ááááBlue Ocean Strategy9.ááááThe Pricing Strategies10.ááPharma and Social Media

PVP
45,35