Brand planning for the pharmaceutical industry /
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| Author / Creator: | MacLennan, Janice. |
|---|---|
| Imprint: | Aldershot, Hants, England ; Burlington, VT, USA : Gower, c2004. |
| Description: | xii, 160 p. : ill. ; 31 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/5544390 |
Table of Contents:
- Introduction
- Part I. Developing a Brand Plan for a New Product
- Market segmentation
- External analysis - the starting point
- The internal analysis - the next step
- Joining-up the thinking
- Formulating the strategy
- Developing the brand strategy
- Completing the plan
- Part II. Planning for an In-Line Brand
- Reviewing the market size, value and competitor dynamics
- Reviewing the brand situation
- Setting new brand objectives
- Planning for implementation
- Reviewing the sales forecast
- Building the brand through effective communication
- Monitoring and controlling the implementation of the brand plan
- Conclusion
- Index
