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Building Global Biobrands: Taking Biotechnology to Market (Englisch) Taschenbuch – 27. April 2009


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George MorrowExecutive Vice President, Worldwide Sales and Marketing, AmgenThe essence of branding biopharma products is telling well the story of the match between product performance and customer needs. Simon and Kotler have provided a feast of examples of the branding strategies deployed with biopharma products. Their book will be a valuable reference for all students of branding. --Ce texte fait référence à l'édition Gebundene Ausgabe.

Synopsis

Two leading marketing strategists Francoise Simon and Philip Kotler combine their expertise in the first ever book to offer cutting-edge global strategies for marketing biotechnology. With revolutionary biotechnological breakthroughs occurring in every sector, from medicine and defence to food and cosmetics, the twenty-first century is rapidly taking shape as the Biotech Century. Along with the enormous global opportunities presented by this revolution, however, businesses are faced with an array of unprecedented challenges in creating and sustaining brands in this extraordinarily fast-moving market. In MARKETING BIOTECHNOLOGY, two of marketing's prominent experts direct their attention to finding the solutions that specifically address the new, burgeoning biotech market. In creating this first-of-its-kind book, Francoise Simon and Philip Kotler have drawn on five years of consulting and research to show managers how bioscience and information technology can be combined to build powerful new business models. These models will help companies innovate with biotech networks, win customers with global bio brands, and create sustainable advantage worldwide. --Ce texte fait référence à l'édition Gebundene Ausgabe.

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Amazon.com: 13 Rezensionen
5 von 5 Kunden fanden die folgende Rezension hilfreich
A wide and clear-sighted Bio-Business panorama 29. Februar 2004
Von Edouard CARAM (Business Dvp Johnson & Johnson Pharma) - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Françoise Simon and Philip Kotler provide us a concentrate analyse stressed on key-moving-drivers on the Bio-sector. They gave us a wide overview, from R&D leading trend to Marketing implementation and License & Acquisition Business. The two main strengths of this book are the numerous real case studies exposed and the international insight of the whole study(including Europe and Japan).
This book will interest Executives involved in Business Development, Bio-strategy or smart fox wondering what the Bio-sector will look in the fast coming years. This book is different because exhaustive and balanced between Biotech and Big-Pharmas Business model. A unique tool to keep and read again!
4 von 4 Kunden fanden die folgende Rezension hilfreich
A Good Read! 6. Mai 2004
Von Rolf Dobelli - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
This book, exhaustively researched and daunting to read, sums up all of the most important forces likely to concern a biotech marketer. The authors take a dispassionate, methodical approach, buttress their points with plenty of case evidence and examples, clearly have a grasp of the subject and communicate detailed knowledge of great value to those in the field. Unfortunately, their style is plodding and clinical, replete with passive constructions and impersonal, generally soporific sentences. We believe that those with a real need to know will be glad to brew some strong coffee and grateful to stay the course and become so thoroughly updated. Readers who are intrigued by the field - but not immersed in it - will benefit most from reading the introduction, the first three chapters and the conclusion.
5 von 6 Kunden fanden die folgende Rezension hilfreich
A COMPREHENSIVE VIEW OF BIOTECH AND PHARMACEUTICAL MARKETING 30. September 2003
Von Marcel Frenkel, MD, MBA, Editor, The Journal of Medical Practice Management - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
This is a very smart book: it is valuable for professionals in all aspects of health care who seek an insight into the global pricing and marketing of medical therapies.
Though not biological scientists, Simon and Kotler impart their treatise with a savvy academic outlook blended with lessons learned in the consulting arena. The authors show an amazing scholarship. They combine knowledge derived from personal acquaintance with key players in the biotechnology and classical pharmaceutical industry with an understanding of the medical applications and implications of drug therapies to weave a rich tapestry of a very complex topic.
Their view ranges from:
· a discussion of the history, politics and costs of biotechnologic research;
· the pricing of new drugs to allow both access and cost recovery (Novartis' introduction of GleevecR);
· the evolution of Big Pharmas' ( e.g. Pfizer, Merck) alliances with smaller bio-tech firms to find innovative therapies,
to the techniques used to maintain brand franchises as patent protection is lost. (Over-the-counter Advil remains a viable brand.)
They are able to keep readers' interest high by providing concise and lively vignettes of many developments in the history of drug introduction and marketing. Among these, they cite:
· Pfizer's promotion of late-entrant LipitorR to become the victor in the statin "races";
· Johnson & Johnson's brilliant recall of TylenolR following deaths due to product tampering and its ability to maintain the brand's prominence for over 30 years; and
· Pfizer's consumer-driven shaping of the market for ViagraR by creating erectile dysfunction as a new clinical entity.
The future appears to be in the realm of biotechnology with strong BigPharma participation. Whatever the new environment, the basic principles of marketing described in this volume will hold true.
2 von 2 Kunden fanden die folgende Rezension hilfreich
The single best book on biobrands and global markets! 11. September 2003
Von JNH - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Building Global Biobrands is slated to become an instant classic. This book is nothing short of phenomenal. It gives a comprehensive yet cogent description and assessment of the state of biotechnology and global markets. The authors' conception, approach, and arguments are structured and presented in a manner as innovative and attention-grabbing as biotechnology itself.
Simon and Kotler focus the core of the book on the new marketing models companies need to support the rise of personalized medicine. They illustrate their concepts with a wealth of biotech and pharma cases, from Botox to Viagra.
Executives and analysts in biotech, pharmaceuticals, and information technology, as well as business school professors and students, will find Building Global Biobrands indispensable---now and in years to come.
1 von 1 Kunden fanden die folgende Rezension hilfreich
The absolute best book to date on the topic! 15. September 2003
Von JNH - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Building Global Biobrands is slated to become an instant classic. This book is nothing short of phenomenal. It gives a comprehensive yet cogent description and assessment of the state of biotechnology and global markets. The authors' conception, approach, and arguments are structured and presented in a manner as innovative and attention-grabbing as biotechnology itself.
Simon and Kotler focus the core of the book on the new marketing models companies need to support the rise of personalized medicine. They illustrate their concepts with a wealth of biotech and pharma cases, from Botox to Viagra.
Executives and analysts in biotech, pharmaceuticals, and information technology, as well as business school professors and students, will find Building Global Biobrands indispensable---now and in years to come.
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