A brand logic for pharma?: A possible strategy based on FMCG experience

Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing

Volumn 4, Issue 1, 2004, Pages 55-62

  Moss, Giles ^a   Schuiling, Isabelle ^b  

^a Wisma Academy   (Malaysia)

^b NONE

Author keywords

brand; competitive advantage; corporate names; FMCG; pharmaceutical

Indexed keywords

EID: 33645002629     PISSN: 17457904     EISSN: 17457912     Source Type: Journal    
DOI: 10.1057/palgrave.jmm.5040143     Document Type: Article

References (8)

1. www.ims-global.com.
2. www.ims-global.com
3. www.ims-global.com
4. Datamonitor (2000) ‘Pharmaceutical promotional effectiveness’, Report, November.
5. Kapferer Jean-Noël (1998) Strategic Brand Management, 2nd edition. The Free Press, New York.
6. Kapferer J.N. (1997), ‘Marque et médicaments: Le poids de la marque dans la prescription médicale’, Revue française du marketing, No. 165.
7. Interbrand Annual Rankings (2002) Interbrand, New York.
8. Chandler J. Owen M. (2002) Developing Brands with Qualitative Research, Sage, London.