Branded Medicines: The Role of Brand Management in the Pharmaceutical Industry

Author: (UK) Tom Blackett, (UK) Rebecca Robins; Translated by Zhao Luyong, Min Xi
Publisher:
Publish Date: 2003-10-01
Features: This book starts with the importance of brand management and the value of brands, and explains in a step-by-step manner specific issues such as the establishment of brand names, packaging design, and the role of advertising and public relations in brand management.