Wiley-VCH - Ellery, Tony / Hansen, Neal - Pharmaceutical Lifecycle Management

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Ellery, Tony / Hansen, Neal Pharmaceutical Lifecycle Management Making the Most of Each and Every Brand 1. Edition June 2012 77.90 Euro 2012. 412 Pages, Hardcover - Practical Approach Book - ISBN 978-0-470-48753-2 - John Wiley & Sons	Sample Chapter
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Detailed description This book systematically explains how LCM strategies can help the pharmaceutical industry maximize the value of its patented brands through effective drug development programs and brand management. The authors share their combined 50 years of experience in the industry, citing numerous recent examples and case histories, and demonstrating how different measures can be combined to create winning strategies. The text helps pharmaceutical professionals understand challenges facing the industry and the role LCM has in confronting them, and offers a look ahead to predict which LCM strategies will continue to be effective in the future. A must-read for pharmaceutical executives and managers.

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