Brand Planning for the Pharmaceutical Industry

📘 Book Details

• Author: Janice MacLennan

• Publisher: Routledge

• Language: English

• Edition: 1

• ISBN: 9781138247826

• Pages: 176

• Cover: Paperback

• Release Date: 23-09-2016

📝 About The Book

"Brand Planning for the Pharmaceutical Industry" by Janice MacLennan is an essential guide that delves deeply into the process of brand planning in the pharmaceutical sector. Building on themes touched upon in the earlier work, Marketing Planning for the Pharmaceutical Industry, this book brings market segmentation and branding to the forefront of pharmaceutical marketing discussions.

The book begins with an exploration of the significance of branding and why it holds particular importance within the pharmaceutical industry. MacLennan emphasizes the role of branding throughout the commercialization process, offering insights into both theoretical and real-world applications.

Divided into two comprehensive parts, the first section covers brand planning for products still in the development phase, while the second section focuses on products already on the market. Both parts are filled with relevant examples, practical applications, and valuable insights from within the pharmaceutical industry, making it a useful resource for professionals involved in pharmaceutical brand planning.

MacLennan also addresses the challenges organizations face in integrating brand planning into their operations and offers strategies for overcoming these hurdles. Whether you're a marketer, strategist, or part of a pharmaceutical organization, this book provides the tools and knowledge you need to successfully plan and manage pharmaceutical brands.