Janice MacLennan
Gower
Hardback
176
2004
Brand Planning for the Pharmaceutical Industry is a step-by-step guide with examples from the pharmaceutical industry directly applicable to your own brand planning. It begins by exploring the definition of branding and why it is of importance particularly to the pharmaceutical sector. It shows how branding can be successfully integrated into the early stages of the commercialization process for new products both in theory and in practice.