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Title: Building Global Biobrands : Taking Biotechnology to Market by Francoise Simon, Philip Kotler ISBN: 0-7432-2244-X Publisher: Free Press Pub. Date: 12 August, 2003 Format: Hardcover Volumes: 1 List Price(USD): $35.00 |
Average Customer Rating: 4.6 (10 reviews)
Rating: 5
Summary: Outstanding and Insightful
Comment: This book is an outstanding resource for anyone in the pharmaceutical or biotechnology industries - or anyone interested in investing in those industries. It provides a wealth of information that cannot be found elsewhere. The analysis of alternative strategies for building stronger product markets is very thorough.
Rating: 5
Summary: A COMPREHENSIVE VIEW OF BIOTECH AND PHARMACEUTICAL MARKETING
Comment: 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.
Rating: 5
Summary: Building Global Biobrands: de rigueur for biotech business
Comment: Professors Simon and Kotler have done a great job in capturing many of the latest trends in the biotech world, and its continued fusion with the pharmaceuticals business. The thesis of the book is well laid out, and especially useful are the hundreds of company examples and detailed case studies that are used to prove the points.
The book spans the value chain, and offers insights at several levels. I suggest anyone with an interest in the biotech world -- venture capitalists, regulators, entrepreneurs, pharmaceutical company executives, individual investors -- have a reference copy. You will find it to be invaluable!
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Title: The Merck Druggernaut: The Inside Story of a Pharmaceutical Giant by Fran Hawthorne ISBN: 0471228788 Publisher: John Wiley & Sons Pub. Date: 28 February, 2003 List Price(USD): $24.95 |
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Title: From Alchemy to IPO: The Business of Biotechnology by Cynthia Robbins-Roth ISBN: 073820482X Publisher: HarperCollins Pub. Date: 10 April, 2001 List Price(USD): $17.50 |
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Title: Pharmaceutical Marketing: Principles, Environment, and Practice by Mickey C. Smith, E. M. Mick Kolassa, Greg Perkins, Bruce Siecker, Bonnie Highsmith Taylor ISBN: 0789015838 Publisher: Pharmaceutical Products Pr Pub. Date: June, 2002 List Price(USD): $49.95 |
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Title: Brand Medicine: The Role of Branding in the Pharmaceutical Industry by Tom Blackett, Rebecca Robins ISBN: 0333930983 Publisher: Palgrave Macmillan Pub. Date: August, 2001 List Price(USD): $45.00 |
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Title: The Biotech Investor's Bible by George Wolff ISBN: 0471412791 Publisher: John Wiley & Sons Pub. Date: 30 May, 2001 List Price(USD): $29.95 |
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