Clinical development and branding

Stuart Cooper
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Stuart Cooper: Adelphi

Chapter Chapter 9 in Brand Medicine, 2001, pp 143-150 from Palgrave Macmillan

Abstract: Abstract The development of a brand and marketing strategy for new pharmaceutical products should not be the last item on the pre-launch agenda. Branding strategy should be embedded in the overall clinical development and commercialization processes.

Keywords: Clinical Development; Global Convergence; Continue Medical Education; Trade Mark; Verbal Element (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-52251-0_10

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DOI: 10.1057/9780230522510_10

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