It's a preowned item in good condition and includes all the pages. It may have some general signs of wear and tear, such as markings, highlighting, slight damage to the cover, minimal wear to the binding, etc., but they will not affect the overall reading experience.

N� de r�f. du vendeur 074322244X-11-1

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D�tails bibliographiques

Titre

Building Global Biobrands: Taking Biotechnology to Market

�diteur

Free Press (edition First Edition)

Date de parution

2003

Langue

anglais

ISBN � 10 chiffres

074322244X

ISBN � 13 chiffres

9780743222440

Reliure

Hardcover

�dition

First Edition.

�tat de l'article

Good

Catalogues du vendeur

A propos de ce titre

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.

� 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.

Les informations fournies dans la section � A propos du livre � peuvent faire r�f�rence � une autre �dition de ce titre.

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