Building Global Biobrands : Taking Biotechnology to Market
May 17, 2010 by biotechbillboard.com
- ISBN13: 9780743222440
- Condition: NEW
- Notes: Brand New from Publisher. No Remainder Mark.
Product Description
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, Françoise 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.
Buy from AMAZON Building Global Biobrands : Taking Biotechnology to Market
This book seems to be not even scratching the surface of biotechnology marketing!!!! I have read better books on Biotech branding and this seems to come nowhere close. It seems to me that the authors are not very familiar with biotechnology market and current trends in the industry.
Rating: 1 / 5
This book is an outstanding resource for anyone in the pharmaceutical or biotechnology industries – or anyone interested in investing in those industries. It provides a wealth of information that cannot be found elsewhere. The analysis of alternative strategies for building stronger product markets is very thorough.
Rating: 5 / 5
This is the best book I have read on marketing global biobrands.
Rating: 5 / 5
Professors Simon and Kotler have done a great job in capturing many of the latest trends in the biotech world, and its continued fusion with the pharmaceuticals business. The thesis of the book is well laid out, and especially useful are the hundreds of company examples and detailed case studies that are used to prove the points.
The book spans the value chain, and offers insights at several levels. I suggest anyone with an interest in the biotech world — venture capitalists, regulators, entrepreneurs, pharmaceutical company executives, individual investors — have a reference copy. You will find it to be invaluable!
Rating: 5 / 5
This books is likely to become a “standard” in the industry. It is innovative and comprehensive while providing a provocative perspective on biotechnology marketing strategies. The authors are able to make a complex field transparent to the reader.
Rating: 5 / 5