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Brand Medicine

Overview of attention for book
Cover of 'Brand Medicine'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction
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    Chapter 2 Branding and its potential within the pharmaceutical industry
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    Chapter 3 The valuation of pharmaceutical brands
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    Chapter 4 The Rx to OTC switch — creating the climate for change
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    Chapter 5 Successful switch strategies
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    Chapter 6 Direct-to-consumer branding — the US perspective
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    Chapter 7 Direct-to-consumer branding — Europe and Asia
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    Chapter 8 The role of advertising in branding pharmaceuticals
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    Chapter 9 Public relations and its role in pharmaceutical brand building
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    Chapter 10 Clinical development and branding
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    Chapter 11 Pharmaceutical brand name development
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    Chapter 12 Brand packaging design
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    Chapter 13 Packaging for the elderly
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    Chapter 14 Regulatory issues and generic names
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    Chapter 15 How to achieve global trade mark protection
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    Chapter 16 The government view
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    Chapter 17 Nutraceuticals
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    Chapter 18 Complementary and alternative medicines
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    Chapter 19 The future of branding in the pharmaceutical industry
Attention for Chapter 8: The role of advertising in branding pharmaceuticals
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Citations

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4 Mendeley
Summary Dimensions citations
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Chapter title
The role of advertising in branding pharmaceuticals
Chapter number 8
Book title
Brand Medicine
Published by
Palgrave Macmillan, London, January 2001
DOI 10.1057/9780230522510_8
Book ISBNs
978-1-349-42588-4, 978-0-230-52251-0
Authors

Michael Paling

View on publisher site
Mendeley readers

Mendeley readers

The data shown below were compiled from readership statistics for 4 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 4 100%

Demographic breakdown

Readers by professional status Count As %
Student > Ph. D. Student 1 25%
Student > Postgraduate 1 25%
Student > Doctoral Student 1 25%
Lecturer > Senior Lecturer 1 25%
Readers by discipline Count As %
Business, Management and Accounting 2 50%
Arts and Humanities 1 25%
Computer Science 1 25%

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