Abstract
The entire pharmaceutical industry has gone through a major transformation in the past ten years. Some healthcare professionals who have lived through this period consider it a great experience: many, however, consider it to be?. grave misfortune. Certainly the ‘drug industry’, as it is so irreverently referred to by the layman, has entered a new era. It will never again return to its state of some ten years ago.
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© 1987 John M. Murphy
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Sudovar, B. (1987). Branding in the Pharmaceutical Industry. In: Murphy, J.M. (eds) Branding: A Key Marketing Tool. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-08280-3_13
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DOI: https://doi.org/10.1007/978-1-349-08280-3_13
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-08282-7
Online ISBN: 978-1-349-08280-3
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