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Clinical development and branding

In: Brand Medicine

Author

Listed:
  • Stuart Cooper

    (Adelphi)

Abstract

The development of a brand and marketing strategy for new pharmaceutical products should not be the last item on the pre-launch agenda. Branding strategy should be embedded in the overall clinical development and commercialization processes.

Suggested Citation

  • Stuart Cooper, 2001. "Clinical development and branding," Palgrave Macmillan Books, in: Tom Blackett & Rebecca Robins (ed.), Brand Medicine, chapter 0, pages 143-150, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-52251-0_10
    DOI: 10.1057/9780230522510_10
    as

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