Pharmaceutical brands: Do they really exist?

Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing

Volumn 2, Issue 1, 2001, Pages 23-32

  Moss, Giles ^a  

^a Bioglan Labs UK   (Belgium)

Author keywords

attributes; brand; consumer; drug; marketing; pharmaceutical

Indexed keywords

EID: 84990328697     PISSN: 17457904     EISSN: 17457912     Source Type: Journal    
DOI: 10.1057/palgrave.jmm.5040052     Document Type: Article

References (8)

1. Mascha F., McKinsey report: Achieving world class performance in pharmaceutical product launches.
2. Aaker D. A. (1991) Managing Brand Equity, The Free Press. Adapted from Bogart and Lehman ‘What makes a brand name familiar’.
3. Committee on the value of advertising, American Assoc-iation of Advertising Agencies (1989) The value side of productivity: A key to competitive survival in the 1990s, p. 18.
4. Kapferer J-N. (1997) ‘Marque et medicaments: le poids de la marque dans la prescription medicale’, Revue Francais du Marketing 165, 1997/5.
5. Datamonitor (2000) Portfolio Synergies in M&A: Creating and Realizing Long-term Portfolio Value, April.
6. IMS Health.
7. McKinsey oral presentation (2000) ‘Key factors to make a pharmaceutical product a megabrand’ by F. Mascha.
8. Aitken M. Holt F. (2000) ‘A prescription for direct drug marketing’. McKinsey website: www.mckinseyquarterly.com.