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Summary: The single best book on biobrands and global markets!
Review: Building Global Biobrands is slated to become an instant classic. This book is nothing short of phenomenal. It gives a comprehensive yet cogent description and assessment of the state of biotechnology and global markets. The authors' conception, approach, and arguments are structured and presented in a manner as innovative and attention-grabbing as biotechnology itself. Simon and Kotler focus the core of the book on the new marketing models companies need to support the rise of personalized medicine. They illustrate their concepts with a wealth of biotech and pharma cases, from Botox to Viagra. Executives and analysts in biotech, pharmaceuticals, and information technology, as well as business school professors and students, will find Building Global Biobrands indispensable---now and in years to come.
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Summary: A wide and clear-sighted Bio-Business panorama
Review: Françoise Simon and Philip Kotler provide us a concentrate analyse stressed on key-moving-drivers on the Bio-sector. They gave us a wide overview, from R&D leading trend to Marketing implementation and License & Acquisition Business. The two main strengths of this book are the numerous real case studies exposed and the international insight of the whole study(including Europe and Japan).
This book will interest Executives involved in Business Development, Bio-strategy or smart fox wondering what the Bio-sector will look in the fast coming years. This book is different because exhaustive and balanced between Biotech and Big-Pharmas Business model. A unique tool to keep and read again!
Rating:
Summary: A wide and clear-sighted Bio-Business panorama
Review: Françoise Simon and Philip Kotler provide us a concentrate analyse stressed on key-moving-drivers on the Bio-sector. They gave us a wide overview, from R&D leading trend to Marketing implementation and License & Acquisition Business. The two main strengths of this book are the numerous real case studies exposed and the international insight of the whole study(including Europe and Japan).
This book will interest Executives involved in Business Development, Bio-strategy or smart fox wondering what the Bio-sector will look in the fast coming years. This book is different because exhaustive and balanced between Biotech and Big-Pharmas Business model. A unique tool to keep and read again!
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Summary: Building Global Biobrands: de rigueur for biotech business
Review: 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:
Summary: Building Global Biobrands: de rigueur for biotech business
Review: 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!
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Summary: This books makes the complex field transparent
Review: Take note, anyone who needs a source for business planning assumptions in any part of the health care sector. This is a well researched and nuanced view of where health care markets are headed in the wake of well-described innovations and synergies in biotech, pharma, diagnostics, devices, and IT. Students, investors and professionals preparing business plans ought to start with this book and keep it handy. It shows how branding and bio/technology will meet up with patients' and doctors' increasing demands for evidence-based marketing. We can all then design our own ways to innovate and compete in a health care world that Simon and Kotler show will be vastly different from today in complexity, efficacy and types of treatments and marketing methods. Well indexed, and with notes and a highly readable glossary for reference, as a market forecaster I expect to be reaching for this book on my credenza for at least 5 years. Whether you ultimately agree or not with the specific predictions, we all need to think hard about what they are saying. Your competitors certainly will be studying this book.
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Summary: Business Planning Tool
Review: Take note, anyone who needs a source for business planning assumptions in any part of the health care sector. This is a well researched and nuanced view of where health care markets are headed in the wake of well-described innovations and synergies in biotech, pharma, diagnostics, devices, and IT. Students, investors and professionals preparing business plans ought to start with this book and keep it handy. It shows how branding and bio/technology will meet up with patients' and doctors' increasing demands for evidence-based marketing. We can all then design our own ways to innovate and compete in a health care world that Simon and Kotler show will be vastly different from today in complexity, efficacy and types of treatments and marketing methods. Well indexed, and with notes and a highly readable glossary for reference, as a market forecaster I expect to be reaching for this book on my credenza for at least 5 years. Whether you ultimately agree or not with the specific predictions, we all need to think hard about what they are saying. Your competitors certainly will be studying this book.
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Summary: Building Global Biobrands: Taking Biotechnology to Market
Review: The book provides an excellent overview of bio/pharmaceutical marketing and branding. It's got a wealth of charts, graphs and tables that incorporate classic marketing strategies with specific biopharmaceutical applications. Many broad topics--global pharmaceutical pricing, leveraging R&D pipeline, effective targeting and segmenting. Contains a wealth of real-world examples and cases. This is a useful text for Graduate Biotechnology Marketing students, or as a resource for anyone moving into biopharmaceutical marketing.
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Summary: Outstanding and Insightful
Review: 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.
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Summary: ...
Review: 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.
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