Building Global Biobrands : Taking Biotechnology to Market

Book Description

From medicine and defense to food and cosmetics, biotechnological breakthroughs are creating huge new global market opportunities as well as unprecedented challenges. Companies from mega-pharmaceuticals to infotech giants and biotech start-ups must radically rethink their business models. In the first book on the business of biotechnology, Françoise Simon and Philip Kotler combine their biotechnology and marketing ex-pertise to show managers how to innovate with bionetworks, win customers with biobrands, and create sustainable advantage worldwide.

Simon and Kotler explain in clear nontechnical prose how innovation in the new biosector will be driven by a web of cross-industry collaborations, and in particular by three transforming forces: information technology, consumerism, and systems biology. With timely industry cases, the authors demonstrate that by capitalizing on these forces, companies from Hitachi and Siemens to Amgen and Pfizer could become the biotech leaders of the coming decades.

The chapters on building and sustaining biobrands are the centerpiece of this indispensable book. Simon and Kotler present a powerful framework that will enable any manager to redefine and transform traditional models into a new branding paradigm: the global "targeted" model as an alternative to the global "mass market" model. The authors illustrate how each of these models has proven successful in launching such blockbuster drugs as Viagra, Lipitor, Rituxan, and Gleevec.

Relevant to all industries impacted by biotechnology from consumer goods to industrial products, Building Global Biobrands is essential reading for every manager, marketer, analyst, and consultant who must understand the Biotech Century.

Customer Reviews:

A Good Read!.......2004-05-06

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.

A wide and clear-sighted Bio-Business panorama.......2004-03-01

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!

Outstanding and Insightful.......2003-10-25

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.

A COMPREHENSIVE VIEW OF BIOTECH AND PHARMACEUTICAL MARKETING.......2003-09-30

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.

Building Global Biobrands: de rigueur for biotech business.......2003-09-29

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.

Book Description

If manufacturers of chemical products are to survive in today's global marketplace, they not only have to produce economically but they must also be able to market both chemicals and technology effectively. In the chemical industry, more and more chemists and chemical engineers are faced with challenging marketing tasks. This book gives an overview of the specific factors for marketing chemical products and their major markets. "Marketing and Sales in the Chemical Industry" is customized for an increasing audience. It not only covers the principles of marketing and the market structure of the chemical industry in great detail, but also discusses such modern marketing tools like the internet as well as the latest trends and developments. In addition, economical, political and sociological aspects are also dealt with.

Product Development And Production Engineering In Manufacturing Industries (Proceedings of the Arab School of Science and Technology)

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Product Development And Production Engineering In Manufacturing Industries (Proceedings of the Arab School of Science and Technology)
Claude Foulard
Manufacturer: Taylor & Francis
ProductGroup: Book
Binding: Library Binding

Quality Control | Management & Leadership | Business & Investing | Subjects | Books

General | Small Business & Entrepreneurship | Business & Investing | Subjects | Books

General | Science | Subjects | Books
ASIN: 0891167994

Book Description

A version of the 1988 proceedings of the "Product Development and Production Engineering" seminar conducted by the Arab School of Science and Technology in Syria. A team of lecturers from Canada, Ireland, France and the USA presented recent developments in product and production engineering.

AP/Deo manufacturers sweat out lower sales.(EuroTrends) : An article from: Household & Personal Products Industry

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AP/Deo manufacturers sweat out lower sales.(EuroTrends) : An article from: Household & Personal Products Industry
Vivienne Rudd
Manufacturer: Thomson Gale
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Book Description

This digital document is an article from Household & Personal Products Industry, published by Thomson Gale on July 1, 2005. The length of the article is 1512 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: AP/Deo manufacturers sweat out lower sales.(EuroTrends)
Author: Vivienne Rudd
Publication: Household & Personal Products Industry (Magazine/Journal)
Date: July 1, 2005
Publisher: Thomson Gale
Volume: 42 Issue: 7 Page: 40(2)

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ARE SALES A POOR GAUGE OF INTERNET SUCCESS?: An article from: Household & Personal Products Industry

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ARE SALES A POOR GAUGE OF INTERNET SUCCESS?: An article from: Household & Personal Products Industry

Manufacturer: Rodman Publications, Inc.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books

Book Description

This digital document is an article from Household & Personal Products Industry, published by Rodman Publications, Inc. on October 1, 2001. The length of the article is 611 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: ARE SALES A POOR GAUGE OF INTERNET SUCCESS?
Publication: Household & Personal Products Industry (Magazine/Journal)
Date: October 1, 2001
Publisher: Rodman Publications, Inc.
Volume: 38 Issue: 10 Page: 32

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Autumnal previews: fall cosmetic trends sparkle to make sales shine. : An article from: Household & Personal Products Industry

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Autumnal previews: fall cosmetic trends sparkle to make sales shine. : An article from: Household & Personal Products Industry
Ava Caridad
Manufacturer: Rodman Publications, Inc.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Book Description

This digital document is an article from Household & Personal Products Industry, published by Rodman Publications, Inc. on August 1, 2005. The length of the article is 3837 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Autumnal previews: fall cosmetic trends sparkle to make sales shine.
Author: Ava Caridad
Publication: Household & Personal Products Industry (Magazine/Journal)
Date: August 1, 2005
Publisher: Rodman Publications, Inc.
Volume: 42 Issue: 8 Page: 45(5)

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AVON IS ON TRACK TO ACHIEVE SALES GROWTH.: An article from: Household & Personal Products Industry

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AVON IS ON TRACK TO ACHIEVE SALES GROWTH.: An article from: Household & Personal Products Industry

Manufacturer: Rodman Publications, Inc.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Book Description

This digital document is an article from Household & Personal Products Industry, published by Rodman Publications, Inc. on October 1, 2000. The length of the article is 887 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: AVON IS ON TRACK TO ACHIEVE SALES GROWTH.
Publication: Household & Personal Products Industry (Magazine/Journal)
Date: October 1, 2000
Publisher: Rodman Publications, Inc.
Volume: 37 Issue: 10 Page: 144

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B.O. be gone: antiperspirant update: antiperspirant sales may be sluggish, but innovation is not.: An article from: Household & Personal Products Industry

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B.O. be gone: antiperspirant update: antiperspirant sales may be sluggish, but innovation is not.: An article from: Household & Personal Products Industry
Veronica MacDonald
Manufacturer: Rodman Publications, Inc.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Book Description

This digital document is an article from Household & Personal Products Industry, published by Rodman Publications, Inc. on March 1, 2004. The length of the article is 2507 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: B.O. be gone: antiperspirant update: antiperspirant sales may be sluggish, but innovation is not.
Author: Veronica MacDonald
Publication: Household & Personal Products Industry (Magazine/Journal)
Date: March 1, 2004
Publisher: Rodman Publications, Inc.
Volume: 41 Issue: 3 Page: 69(5)

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Bath & shower sales slow down in Europe: the bathroom has become a place to get energized and ready for the day ahead or to relax and unwind after work.: ... from: Household & Personal Products Industry

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Bath & shower sales slow down in Europe: the bathroom has become a place to get energized and ready for the day ahead or to relax and unwind after work.: ... from: Household & Personal Products Industry
Imogen Matthews
Manufacturer: Rodman Publications, Inc.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Book Description

This digital document is an article from Household & Personal Products Industry, published by Rodman Publications, Inc. on April 1, 2002. The length of the article is 1028 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Bath & shower sales slow down in Europe: the bathroom has become a place to get energized and ready for the day ahead or to relax and unwind after work.
Author: Imogen Matthews
Publication: Household & Personal Products Industry (Magazine/Journal)
Date: April 1, 2002
Publisher: Rodman Publications, Inc.
Volume: 39 Issue: 4 Page: 40(2)

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BOOTS STRIKES INTERNET/TV DEAL, EXPECTS SALES BOOST.: An article from: Household & Personal Products Industry

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BOOTS STRIKES INTERNET/TV DEAL, EXPECTS SALES BOOST.: An article from: Household & Personal Products Industry

Manufacturer: Rodman Publications, Inc.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books

Book Description

This digital document is an article from Household & Personal Products Industry, published by Rodman Publications, Inc. on December 1, 2000. The length of the article is 1253 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: BOOTS STRIKES INTERNET/TV DEAL, EXPECTS SALES BOOST.
Publication: Household & Personal Products Industry (Magazine/Journal)
Date: December 1, 2000
Publisher: Rodman Publications, Inc.
Volume: 37 Issue: 12 Page: 34

Distributed by Thomson Gale

Book Description

Biodiversity is becoming a buzzword in science and the environmental movement, and is increasingly being taught in university degree courses. This new text is designed as a primer, giving non-specialists an introduction to the historical context, current debates and ongoing research in the subject.

Customer Reviews:

Timeless.......2004-06-04

Adelson and Perlman do an excellent job of helping readers understand the issues behind biological diversity. They also explore complex questions about why some people care so much about it and why others seem to care so little. "Biodiversity" is a triumph of interdisciplinary study. The breadth of academic disciplines -- biology, anthropology, economics, philosophy, to name a few -- drawn upon by the authors does not compromise the depth of their analysis.

Timeless.......2004-06-04

thoughtfully discusses: what is "biodiversity"?.......1998-06-29

Scientists, environmentalists, and laypeople often assume that "biodiversity" is important, and should be "saved". This book looks at different types of diversity and the reasons to preserve them, and helps the reader come to a profound understanding of the concept. Perlman & Adelson's book teaches people of any background to learn to look beyond "buzzwords" and to think critically about the value of conservation.

BIODIVERSITY: EXPLORING VALUES AND PRIORITIES IN CONSERVATION. Foreword by E. O. Wilson

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BIODIVERSITY: EXPLORING VALUES AND PRIORITIES IN CONSERVATION. Foreword by E. O. Wilson
Dan L. & Glenn Adelson. Perlman
Manufacturer: Blackwell Science,
ProductGroup: Book
Binding: Hardcover
ASIN: B000NU69Y8

Customer Reviews:

Good Stuff, but Very Verbose.......2003-12-24

Unless you are part of the 0.00001% of the population that is into deeply philosophical humor theory (as I am), this book is not for you; however, if you like verbosely-written, semi-combatant, yet subtly persuasive, arguments for an alternative to the ever-popular 'Incongruity' theory of humor, then this book is golden.

Latta's does fine work in establishing a process-oriented understanding of humor. His theory is compelling and interesting, but his writing is very thick.

Book Description

This book presents a theory of long humorous texts based on a revision and an upgrade of the General Theory of Verbal Humour (GTVH), a decade after its first proposal. The theory is informed by current research in psycholinguistics and cognitive science. It is predicated on the fact that there are humorous mechanisms in long texts that have no counterpart in jokes. The book includes a number of case studies, among them Oscar Wilde's Lord Arthur Savile's Crime and Allais' story Han Rybeck. A ground-breaking discussion of the quantitative distribution of humor in select texts is presented.

Customer Reviews:

Laugh and Learn.......2007-10-04

Attardo's follow-up of his masterpiece "Linguistic Theories of Humor" is nothing less than that. Easy to read, right at the point and abundant in examples, this book takes you on a journey of learning and laughing.

Linguistic Theories of Humor (Humor Research, No. 1) (Humor Research, No 1)

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Linguistic Theories of Humor (Humor Research, No. 1) (Humor Research, No 1)
Salvatore Attardo
Manufacturer: Mouton de Gruyter
ProductGroup: Book
Binding: Hardcover

Comic | General | Literature & Fiction | Subjects | Books

Satire, General | Humor | Entertainment | Subjects | Books

General | Philosophy | Nonfiction | Subjects | Books

Linguistics | Words & Language | Reference | Subjects | Books

All Titles | Qualifying Textbooks - Fall 2007 | Stores | Books
ASIN: 3110142554

On the Discourse of Satire: Towards a Stylistic Model of Satirical Humor (Linguistic Approaches to Literature, 2)

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On the Discourse of Satire: Towards a Stylistic Model of Satirical Humor (Linguistic Approaches to Literature, 2)
Paul Simpson
Manufacturer: John Benjamins Publishing Co
ProductGroup: Book
Binding: Paperback

Satire, General | Humor | Entertainment | Subjects | Books

Linguistics | Words & Language | Reference | Subjects | Books

Rhetoric | Words & Language | Reference | Subjects | Books

General | Reference | Subjects | Books

All Titles | Qualifying Textbooks - Fall 2007 | Stores | Books

Books | The Simpsons | Amazon.com Stores | us-stores
ASIN: 1588114406

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An Anatomy of Humor
Arthur Berger
Manufacturer: Transaction Publishers
ProductGroup: Book
Binding: Paperback

Self-Help & Psychology | Humor | Entertainment | Subjects | Books

Neuropsychology | Psychology & Counseling | Health, Mind & Body | Subjects | Books

General | Psychology & Counseling | Health, Mind & Body | Subjects | Books

Communication | Words & Language | Reference | Subjects | Books

Behavioral Psychology | Behavioral Sciences | Science | Subjects | Books

General | Arts & Photography | Subjects | Books
ASIN: 0765804948

Breaking Up (at) Totality: A Rhetoric of Laughter (Rhetorical Philosophy & Theory)

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This is NOT about laughter

Breaking Up (at) Totality: A Rhetoric of Laughter (Rhetorical Philosophy & Theory)
D. Diane Davis
Manufacturer: Southern Illinois University
ProductGroup: Book
Binding: Hardcover

Self-Help & Psychology | Humor | Entertainment | Subjects | Books

Theories of Humor | Humor | Entertainment | Subjects | Books

General | Psychology & Counseling | Health, Mind & Body | Subjects | Books

General | Words & Language | Reference | Subjects | Books

Rhetoric | Words & Language | Reference | Subjects | Books

General | Writing | Reference | Subjects | Books

General | Reference | Subjects | Books

General | Arts & Photography | Subjects | Books
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ASIN: 0809322285

Book Description

Rhetoric and composition theory has shown a renewed interest in sophistic countertraditions, as seen in the work of such "postphilosophers" as Jacques Derrida, Michel Foucault, and Hélène Cixous, and of such rhetoricians as Susan Jarratt and Steven Mailloux. As D. Diane Davis traces today’s theoretical interest to those countertraditions, she also sets her sights beyond them.

Davis takes a “third sophistics” approach, one that focuses on the play of language that perpetually disrupts the “either/or” binary construction of dialectic. She concentrates on the nonsequential third—excess—that overflows language’s dichotomies. In this work, laughter operates as a trope for disruption or breaking up, which is, from Davis’s perspective, a joyfully destructive shattering of our confining conceptual frameworks.

Customer Reviews:

This is NOT about laughter.......2005-05-20

While frequent obscure references are made to laughter, this book is not ABOUT laughter. It is about disrupting normal modes of thinking/writing... and whatever the author is blathering on about, disruption does not equal laughter. Interesting read for rhetoricians, bad resource for insight into actual laughter.

The Linguistic Analysis of Jokes (Routledge Studies in Linguistics, 2)

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The Linguistic Analysis of Jokes (Routledge Studies in Linguistics, 2)
Graeme Ritchie
Manufacturer: Routledge
ProductGroup: Book
Binding: Hardcover

Logic & Language | Philosophy | Nonfiction | Subjects | Books

General | Foreign Languages | Reference | Subjects | Books

Grammar | Words & Language | Reference | Subjects | Books

Linguistics | Words & Language | Reference | Subjects | Books

General | Reference | Subjects | Books
ASIN: 0415309832

Book Description

This book starts from three observations. First, the use of humour is a complex, puzzling, and idiosyncratically human form of behaviour (and hence is of scientific interest). Second, there is currently no theory of how humour works. Third, one useful step towards a theory of humour is to analyse humorous items in precise detail, in order to understand their mechanisms.
The author begins by considering how to study jokes rigorously: the assumptions to make, the guidelines to follow and the pitfalls to avoid. A critique of other work on humour is also provided. This introduces some important concepts, and also demonstrates the lack of agreement about what a theory of humour should look like. The language devices used in various jokes, such as puns or humour based on misinterpretation, are analysed in detail. The central part of the book develops, and demonstrates, proposals for how best to analyse the workings of simple jokes. Finally, the author makes some general suggestions about the language devices that seem to be central to the construction of jokes.
The Linguistic Analysis of Jokes will be invaluable for researchers and advanced students of humour research, linguistics and cognitive science.

Narrative, Perception Language and Faith

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Narrative, Perception Language and Faith
Edmond Wright
Manufacturer: Palgrave Macmillan
ProductGroup: Book
Binding: Hardcover

General | Philosophy | Nonfiction | Subjects | Books

Rhetoric | Words & Language | Reference | Subjects | Books

General | Arts & Photography | Subjects | Books
ASIN: 1403990670
Release Date: 2005-12-22

Book Description

There have been many voices in disciplines as various as philosophy, history, psychology, hermeneutics, literary theory, and theology that have claimed that narrative is fundamental to all that is human. Here is a book that in an engaging and amusing way presents a coherent thesis to that effect, connecting the Joke and the Story (with all that comedy and tragedy imply) not only with our sensing and perceiving of the world, but with our faith in each other, and what the character of that faith should be.

Some preliminary applications of linguistic theory to the study of humor (Macalester College. Honors papers)

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Some preliminary applications of linguistic theory to the study of humor (Macalester College. Honors papers)
Lynne Dotzenroth
Manufacturer: Macalester College
ProductGroup: Book
Binding: Unknown Binding

General | Humor | Entertainment | Subjects | Books
ASIN: B0006X2QF8

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