Pharmaceuticals--Where's the Brand Logic?: Branding Lessons and Strategy

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Insights and analysis that challenge current thought on consumer branding theory and strategy Pharmaceutical companies need to go beyond simply relying on strong sales forces and innovative research and development to succeed. Effective branding strategy is essential. Pharmaceuticals--Where's the Brand Logic? Branding Lessons and Strategy discusses in detail the application of current consumer branding theory to pharmaceutical marketing. This comprehensive book pulls information from fast moving consumer goods (FMCG) ...

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