Recommended Reading

Maclennan, J (2004) Brand Planning for the Pharmaceutical Industry, 1st edition, Hampshire, England: Gower Publishing Limited.

Brand Planning for the pharmaceutical industry is intended to provide practical guidance on how to effectively implement the concept of global branding centrally and locally. There are two parts – the first focuses on the process pre-launch and the second part gives consideration to the process required for further building the brand once it has been launched.

Click here to send an email to request purchase of this book!

Schulz, E. (2000) The Marketing Game: How the World's best companies play to win , United Kingdom; Kogan Page Ltd.

I love this book – very easy to read, and gets straight to the point. You know that he's a practitioner first and consultant second because of the way it is written.

BUY THIS BOOK NOW

Lidstone, MacLennan (1999) Marketing Planning for the Pharmaceutical Industry 2nd Edition, Hampshire, England ; Gower Publishing Limited.

A pragmatic ‘how to' develop your marketing plan. If you're not trying to ‘build a brand', then this book covers most of what you need to know to plan effectively.

Click here to send an email to request purchase of this book!

Iacobucci, D. (2001) Kellogg on Marketing , Canada ; John Wiley & Sons.

Peppered with great examples to illustrate the marketing concepts that he covers. In particular I found their coverage of brand positioning particularly valuable.

BUY THIS BOOK NOW

Neumeier, M (2003) The Brand Gap, Indianapolis , USA ; Newriders Publishing

Fresh, relevant facts about branding – a good read for all, regardless of whether you have the word ‘brand' in your title.

BUY THIS BOOK NOW