Building Global Biobrands: Taking Biotechnology to Market - Couverture rigide

Kotler, Philip; Simon, Francoise; Francoise, Simon

Couverture rigide

ISBN 10 : 074322244X ISBN 13 : 9780743222440

Editeur : Simon & Schuster International, 2003

Synopsis

Two leading marketing strategists Francoise Simon and Philip Kotler combine their expertise in the first ever book to offer cutting-edge global strategies for marketing biotechnology. With revolutionary biotechnological breakthroughs occurring in every sector, from medicine and defence to food and cosmetics, the twenty-first century is rapidly taking shape as the Biotech Century. Along with the enormous global opportunities presented by this revolution, however, businesses are faced with an array of unprecedented challenges in creating and sustaining brands in this extraordinarily fast-moving market. In MARKETING BIOTECHNOLOGY, two of marketing's prominent experts direct their attention to finding the solutions that specifically address the new, burgeoning biotech market. In creating this first-of-its-kind book, Francoise Simon and Philip Kotler have drawn on five years of consulting and research to show managers how bioscience and information technology can be combined to build powerful new business models. These models will help companies innovate with biotech networks, win customers with global bio brands, and create sustainable advantage worldwide.

A propos du livre

À propos de l?auteur

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

Détails de l'édition

• Éditeur: Simon & Schuster International
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 074322244X
• ISBN 13: 9780743222440
• Reliure: Relié
• Nombre de pages: 288
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible