Rating: 
Summary: A Good Read!
Review: This book, exhaustively researched and daunting to read, sums up all of the most important forces likely to concern a biotech marketer. The authors take a dispassionate, methodical approach, buttress their points with plenty of case evidence and examples, clearly have a grasp of the subject and communicate detailed knowledge of great value to those in the field. Unfortunately, their style is plodding and clinical, replete with passive constructions and impersonal, generally soporific sentences. We believe that those with a real need to know will be glad to brew some strong coffee and grateful to stay the course and become so thoroughly updated. Readers who are intrigued by the field - but not immersed in it - will benefit most from reading the introduction, the first three chapters and the conclusion.
Rating: 
Summary: This books makes the complex field transparent
Review: This books is likely to become a "standard" in the industry. It is innovative and comprehensive while providing a provocative perspective on biotechnology marketing strategies. The authors are able to make a complex field transparent to the reader.
Rating:
Summary: A COMPREHENSIVE VIEW OF BIOTECH AND PHARMACEUTICAL MARKETING
Review: This is a very smart book: it is valuable for professionals in all aspects of health care who seek an insight into the global pricing and marketing of medical therapies.Though not biological scientists, Simon and Kotler impart their treatise with a savvy academic outlook blended with lessons learned in the consulting arena. The authors show an amazing scholarship. They combine knowledge derived from personal acquaintance with key players in the biotechnology and classical pharmaceutical industry with an understanding of the medical applications and implications of drug therapies to weave a rich tapestry of a very complex topic. Their view ranges from:
·a discussion of the history, politics and costs of biotechnologic research;
·the pricing of new drugs to allow both access and cost recovery (Novartis' introduction of GleevecR);
· the evolution of Big Pharmas' ( e.g. Pfizer, Merck) alliances with smaller bio-tech firms to find innovative therapies, to the techniques used to maintain brand franchises as patent protection is lost. (Over-the-counter Advil remains a viable brand.) They are able to keep readers' interest high by providing concise and lively vignettes of many developments in the history of drug introduction and marketing. Among these, they cite:
·Pfizer's promotion of late-entrant LipitorR to become the victor in the statin "races";
·Johnson & Johnson's brilliant recall of TylenolR following deaths due to product tampering and its ability to maintain the brand's prominence for over 30 years; and
·Pfizer's consumer-driven shaping of the market for ViagraR by creating erectile dysfunction as a new clinical entity. The future appears to be in the realm of biotechnology with strong BigPharma participation. Whatever the new environment, the basic principles of marketing described in this volume will hold true.
Rating:
Summary: Marketing Biobrands
Review: This is the best book I have read on marketing global biobrands.
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