Building Global Biobrands (häftad)
Häftad (Paperback / softback)
Antal sidor
The Free Press
Sharer, Kevin (foreword)
black & white illustrations
229 x 152 x 20 mm
518 g
Antal komponenter
Building Global Biobrands (häftad)

Building Global Biobrands

Taking Biotechnology to Market

Häftad Engelska, 2009-04-27
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From medicine and defense to food and cosmetics, biotechnological breakthroughs are creating huge new global market opportunities as well as unprecedented challenges. Companies from mega-pharmaceuticals to infotech giants and biotech start-ups must radically rethink their business models. In the first book on the business of biotechnology, Francoise Simon and Philip Kotler combine their biotechnology and marketing ex-pertise to show managers how to innovate with bionetworks, win customers with biobrands, and create sustainable advantage worldwide. Simon and Kotler explain in clear nontechnical prose how innovation in the new biosector will be driven by a web of cross-industry collaborations, and in particular by three transforming forces: information technology, consumerism, and systems biology. With timely industry cases, the authors demonstrate that by capitalizing on these forces, companies from Hitachi and Siemens to Amgen and Pfizer could become the biotech leaders of the coming decades. The chapters on building and sustaining biobrands are the centerpiece of this indispensable book. Simon and Kotler present a powerful framework that will enable any manager to redefine and transform traditional models into a new branding paradigm: the global "targeted" model as an alternative to the global "mass market" model. The authors illustrate how each of these models has proven successful in launching such blockbuster drugs as Viagra, Lipitor, Rituxan, and Gleevec. Relevant to all industries impacted by biotechnology from consumer goods to industrial products, Building Global Biobrands is essential reading for every manager, marketer, analyst, and consultant who must understand the Biotech Century.
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Bernard Poussot President, Wyeth Pharmaceuticals "Building Global Biobrands" tells the fascinating story of the biosector, its promises, and its daunting challenges. Global by necessity, biobrands require unprecedented resources and approaches to emerge and last. A must-read for anyone who wants to understand the Biotech Century. G. Steven Burrill CEO, Burrill & Company Lots of books have been written about the business of biotech, but few have been written about marketing and brands in the biopharma sector. This is a jewel. Simon and Kotler are timely, insightful, and readable. Enjoy. George Morrow Executive Vice President, Worldwide Sales and Marketing, Amgen The essence of branding biopharma products is telling well the story of the match between product performance and customer needs. Simon and Kotler have provided a feast of examples of the branding strategies deployed with biopharma products. Their book will be a valuable reference for all students of branding. James C. Mullen Chairman and CEO, Biogen, Inc. This book offers new thinking on the strategic challenges of biotech companies trying to build brands while navigating regulatory mine fields and rapid advances in biology and medical technology. Samuel Broder, M.D. Chief Medical Officer, Celera, and former Director, National Cancer Institute Simon and Kotler have put together an extremely useful analysis of how innovation in the biosector is harnessed for success in the market. Thomas Ebeling Chief Executive Officer, Novartis Pharmaceuticals "Building Global Biobrands" provides important insights into the marketing of innovative medicines today, especially those with potentially lifesaving benefits. The authors explore the strategy for marketing breakthrough drugs and shed light on harnessing the power of activist patients and the escalating influence of the Internet. William A. Haseltine, Ph.D Chairman and Chief Executive Officer, Human Genome Sciences "Building Global Biobrands" is a thoughtful and original analysis of present and future trends in this exciting industry. It is a must-read for those in the biopharma business and for the general reader seeking insight about the most important technology in the twenty-first century.

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Övrig information

Philip Kotler is the S.C. Johnson Distinguished Professor of Marketing at the J.L. Kellogg Graduate School of Management, Northwestern University.


Contents Acknowledgments Foreword Preface Book Approach Research Methodology PART ONE NAVIGATING THE GLOBAL BIOSECTOR 1 The New Bio Marketspace Economic Impact of Biotechnology Innovation Timeline Global Reach of Biotechnology Cross-Industry Scope of Biotechnology 2 Transforming Forces in the Biosector Information Technology Consumerism Systems Biology 3 Innovating with Bionetworks Pharmaceutical Innovation Gap Biosector Restructuring: Mergers and Acquisitions Networking Strategies Building Network Equity PART TWO LEVERAGING THE POWER OF BIOBRANDS 4 Formulating Biomarketing Leveraging the Scope of Biobrands Determining the Reach of Biomarketing Redefining Disease and Therapies Formulating Biomarketing Targeting New Segments 5 Building Biobrands Developing Market-Driven Brand Profiles Implementing a Dual Branding Model Global Targeted Model: From Rituxan to Gleevec Global Mass Market Model: Lipitor Global Brand-Building Strategies 6 Sustaining Global Biobrands Managing Portfolios and Timelines Growing Franchises Growing Brands 7 Renewing Biobrands Renewing Franchises Renewing Brands: Leveraging Patents Renewing Brands: Changing Product Status PART THREE MEETING THE GLOBAL CHALLENGE 8 Balancing Access and Price Biopharma Economics Regulation Dynamics 9 Biopricing Strategies Managing the Pricing Timeline Deciding the Global Pricing Policy Designing a National Pricing Strategy Developing a Product/Segment Strategy Building Customer-Focused Brand Value 10 Linking Online and Offline Strategies Structure of E-Health Global Internet Trends Integrated Value Chain Strategies Conclusion Navigating the New Bio Marketplace Leveraging the Power of Biobrands Meeting the Global Challenge Notes Glossary Index