Building global biobrands: taking biotechnology to market
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York [u.a.]
Free Press
2003
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes index |
| Physical Description: | XV, 336 S. graph. Darst. |
| ISBN: | 074322244X |
Staff View
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| 245 | 1 | 0 | |a Building global biobrands |b taking biotechnology to market |c Françoise Simon and Philip Kotler |
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| 650 | 4 | |a Biotechnologie pharmaceutique - Industrie | |
| 650 | 4 | |a Biotechnology industries | |
| 650 | 4 | |a Biotechnology |x Marketing | |
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| adam_text | CONTENTS
Acknowledgments vii
Foreword ix
Preface xiii
Book Approach, xiii
Research Methodology, xv
Part One
NAVIGATING THE GLOBAL BIOSECTOR
1 The New Bio Marketspace 3
Economic Impact of Biotechnology, 6
Innovation Timeline, 7
Global Reach of Biotechnology, 13
Cross Industry Scope of Biotechnology, 21
2 Transforming Forces in the Biosector 29
Information Technology, 31
Consumerism, 37
Systems Biology, 45
3 Innovating with Bionetworks 55
Pharmaceutical Innovation Gap, 55
Biosector Restructuring: Mergers and AcQuisitions, 57
Networking Strategies, 68
Building Network EojJity, 81
Part Two
LEVERAG1NG THE POWER OF BIOBRANDS
4 Formulating Biomarketing 93
Leveraging the Scope of Biobrands, 99
Determining the Reach of Biomarketing, 106
Redefining Disease and Therapies, 109
Formulating Biomarketing, 114
Targeting New Segments, 118
xi
xii Contents
5 Building Biobrands 127
Developing Market Driven Brand Profiles, 131
Implementing a Dual Branding Model, 132
Global Targeted Model: From Rituxan to Gleevec, 136
Global Mass Market Model: Lipitor, 141
Global Brand Building Strategies, 144
6 Sustaining Global Biobrands 152
Managing Portfolios and Timelines, 153
Growing Franchises, 164
Growing Brands, 165
7 Renewing Biobrands 179
Renewing Franchises, 180
Renewing Brands: Leveraging Patents, 185
Renewing Brands: Changing Product Status, 196
Part Three
MEETING THE GLOBAL CHALLENGE
8 Balancing Access and Price 207
Biopharma Economics, 209
Regulation Dynamics, 217
9 Biopricing Strategies 229
Managing the Pricing Timeline, 232
Deciding the Global Pricing Policy, 240
Designing a National Pricing Strategy, 242
Developing a Product/Segment Strategy, 247
Building Customer Focused Brand Value, 250
10 Linking Online and Offline Strategies 256
Structure of E Health, 257
Global Internet Trends, 259
Integrated Value Chain Strategies, 271
Conclusion 289
Navigating the New Bio Marketplace, 289
Leveraging the Power of Biobrands, 290
Meeting the Global Challenge, 290
Notes 293
Glossary 311
Index 323
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| illustrated | Illustrated |
| indexdate | 2024-07-09T19:11:24Z |
| institution | BVB |
| isbn | 074322244X |
| language | English |
| lccn | 2003040810 |
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| physical | XV, 336 S. graph. Darst. |
| publishDate | 2003 |
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| spelling | Simon, Françoise Verfasser aut Building global biobrands taking biotechnology to market Françoise Simon and Philip Kotler New York [u.a.] Free Press 2003 XV, 336 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes index Bio-industries Biotechnologie - Marketing Biotechnologie pharmaceutique - Industrie Biotechnology industries Biotechnology Marketing Pharmaceutical biotechnology industry Marketing (DE-588)4037589-4 gnd rswk-swf Biotechnologie (DE-588)4069491-4 gnd rswk-swf Biotechnologie (DE-588)4069491-4 s Marketing (DE-588)4037589-4 s DE-604 Kotler, Philip 1931- Sonstige (DE-588)121409600 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010206265&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Simon, Françoise Building global biobrands taking biotechnology to market Bio-industries Biotechnologie - Marketing Biotechnologie pharmaceutique - Industrie Biotechnology industries Biotechnology Marketing Pharmaceutical biotechnology industry Marketing (DE-588)4037589-4 gnd Biotechnologie (DE-588)4069491-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4069491-4 |
| title | Building global biobrands taking biotechnology to market |
| title_auth | Building global biobrands taking biotechnology to market |
| title_exact_search | Building global biobrands taking biotechnology to market |
| title_full | Building global biobrands taking biotechnology to market Françoise Simon and Philip Kotler |
| title_fullStr | Building global biobrands taking biotechnology to market Françoise Simon and Philip Kotler |
| title_full_unstemmed | Building global biobrands taking biotechnology to market Françoise Simon and Philip Kotler |
| title_short | Building global biobrands |
| title_sort | building global biobrands taking biotechnology to market |
| title_sub | taking biotechnology to market |
| topic | Bio-industries Biotechnologie - Marketing Biotechnologie pharmaceutique - Industrie Biotechnology industries Biotechnology Marketing Pharmaceutical biotechnology industry Marketing (DE-588)4037589-4 gnd Biotechnologie (DE-588)4069491-4 gnd |
| topic_facet | Bio-industries Biotechnologie - Marketing Biotechnologie pharmaceutique - Industrie Biotechnology industries Biotechnology Marketing Pharmaceutical biotechnology industry Marketing Biotechnologie |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010206265&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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