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Brand Medicine: The Role of Branding in the Pharmaceutical Industry
As governments seek to mitigate the cost of state-subsidized healthcare, branding in the pharmaceutical industry has become a critical issue. Drugs companies must change their methods of communication and distribution--focusing more on their direct relationship with the consumer. This requires fundamental changes in consumer behavior, access to information, freedom of choi...more
Hardcover, 336 pages
Published
August 11th 2001
by Palgrave Macmillan
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