Pharmaceutical lifecycle management: making the most of each and every brand

This book systematically explains how LCM strategies can help the pharmaceutical industry maximize the value of its patented brands through effective drug development programs and brand management. The authors share their combined 50years of experience in the industry, citing numerous recent examples and casehistories, and demonstrating how different measures can be combined to createwinning 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 effectivein the future. A must-read for pharmaceutical executives and managers.

• ISBN: 978-0-470-48753-2
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 412
• Fecha Publicación: 04/07/2012
• Nº Volúmenes: 1
• Idioma: Inglés