Pharmaceutical Lifecycle Management Making the Most of Each and Every Brand
Pharmaceutical Lifecycle Management Making the Most of Each and Every Brand
- ISBN 13:
9780470487532
- ISBN 10:
0470487534
- Edition: 1st
- Format: Hardcover
- Copyright: 06/05/2012
- Publisher: Wiley
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Summary
This book systematically explains how LCM strategies can help the pharmaceutical industry maximize drug development programs and brand management. The author shares his 30-years of experience in the industry, citing recent examples and case histories, and demonstrating how different measures can be combined to create winning strategies. The text helps pharmaceutical professionals understand challenges facing the industry and the role LCM has in confronting them, and offers a look ahead to predict which LCM strategies will continue to be effective in the future. A must-read for pharmaceutical executives and managers.