Brand positioning in pharma / (Record no. 90975)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02382nam a2200157 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 231010b2023 |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9789395039550 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 610 CHA-S |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Chaganti, Subba Rao |
| 245 ## - TITLE STATEMENT | |
| Title | Brand positioning in pharma / |
| Statement of responsibility, etc. | Subba Rao Chaganti |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc. | India |
| Name of publisher, distributor, etc. | Pharma Med Press |
| Date of publication, distribution, etc. | 2023 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 310p. |
| 500 ## - GENERAL NOTE | |
| General note | Why a book on Brand Positioning in Pharma, a fifty-plus concept, particularly when new age marketing frameworks such as Customer Experience, Design Thinking, Agile Marketing, Content Marketing, Closed Loop Marketing, Omnichannel Marketing, and others disrupt pharmaceutical marketing? Two reasons. Firstly, Brand Positioning is not a marketing framework but a Foundational Principle. It is customer-centric at its core and competition-oriented—two of the most critical aspects of marketing. Secondly, while most marketers know what Positioning is, many are unclear on how to do it effectively. Hence, this book, Brand Positioning in Pharma. Brand Positioning in Pharma aims to show how to create a winning positioning strategy for your Brand in a hyper-crowded market like pharmaceuticals. Jack Trout and Al Ries pioneered the Positioning concept. They described it first in an article: Positioning is a game people play in today's me-too marketplace, published in the June 1969 issue of Industrial Marketing. They stated in the report that Positioning is a mental device that helps the typical consumer deal with overwhelming, unwanted advertising. In comparison, today's consumer is much more overwhelmed with countless unwanted advertising messages. In healthcare and Pharma, physicians, apart from other advertising messages, are constantly bombarded with numerous letters from Pharma companies. To survive in this overcrowded pharmaceutical marketplace, and if a Prescription Drug Brand's voice is to be heard above the current noise level, Pharma Marketers need precise, meaningful, and relevant Positioning. Positioning that resonates with the customer. Brand Positioning in Pharma shows you how to do that, with fifty-two case studies demonstrating how some innovative marketers creatively positioned their products and won. Contents: 1. Brand Positioning 2. Disease Branding 3. Drug Repositioning 4. Blue Ocean Strategy 5. Framing 6. Brand Position |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Brand name products |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Branding Pharma |
| 952 ## - LOCATION AND ITEM INFORMATION (KOHA) | |
| Withdrawn status | |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | 610 | BITS Pilani Hyderabad | BITS Pilani Hyderabad | General Stack (For lending) | 10/10/2023 | 610 CHA-S | 47362 | 13/07/2024 | 10/10/2023 | Books |