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Building Global Biobrands: Taking Biotechnology to Market Hardcover – August 5, 2003

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Editorial Reviews

From Publishers Weekly

If you're intimidated by a book that has "single nucleotide polymorphism" in its glossary, perhaps this isn't for you. But if you can get past the occasionally dense material and have at least a passing interest in the exploding sector of biotechnology, this guide really is a wonder. Professors and marketing strategists Simon and Kotler have compiled an overview of biotech that's both readable and incredibly detailed. Seamlessly switching between observations on innovating, branding and acquiring global reach, the authors display a knowledge of the subject that's almost unreal. And while advances like gene therapy and nanotechnology may sound futuristic, the future is in many cases already here-and accounting for possibly "a third of world GDP," the authors note. The writing is sprightly, the structure well-reasoned. There isn't much moral rumination on the issues that trouble so many, such as cloning and the genetic engineering of food. But as an overview of a sector that's becoming more and more critical to the American economy, it's difficult to imagine anything more comprehensive.
Copyright 2003 Reed Business Information, Inc.

From Booklist

Simon and Kotler, distinguished academics, combine their expertise to address the business of biotechnology at three levels--innovation, marketing models, and global strategies. They draw on their consulting experiences as well as research on the global scope of bioscience conducted in the Americas, Europe, and Asia with 300 corporate, R&D, and marketing executives in companies of all sizes. The authors set out to show managers how companies can innovate with bionetworks, win customers with biobrands, and create sustainable advantage worldwide. Among the authors' conclusions are the need to integrate information technology, systems biology, and consumerism; the reality that drug access and price have become lightning rods of consumer and legislator criticism and are a top strategic issue for the biosector; and the fact timing is a key success factor in biopricing. With revolutionary breakthroughs in biotechnology occurring in every sector, from medicine and defense to food and cosmetics, the authors provide a valuable roadmap for growth in the twenty-first century, destined to be called the biotech era. Mary Whaley
Copyright © American Library Association. All rights reserved
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Product Details

  • Hardcover: 352 pages
  • Publisher: Free Press (August 5, 2003)
  • Language: English
  • ISBN-10: 074322244X
  • ISBN-13: 978-0743222440
  • Product Dimensions: 9.2 x 6.4 x 1 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #1,033,853 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful By Edouard CARAM (Business Dvp Johnson & Johnson Pharma) on February 29, 2004
Format: Hardcover
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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4 of 4 people found the following review helpful By Rolf Dobelli HALL OF FAMETOP 1000 REVIEWER on May 5, 2004
Format: Hardcover
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.
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Format: Hardcover
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.
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2 of 2 people found the following review helpful By JNH on September 11, 2003
Format: Hardcover
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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1 of 1 people found the following review helpful By JNH on September 15, 2003
Format: Hardcover
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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1 of 1 people found the following review helpful By "elanger10" on September 12, 2003
Format: Hardcover
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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