癫痫-使用先进的品牌模式改变市场©

Journal of Pharmaceutical Marketing & Management Pub Date : 2003-01-01 DOI:10.3109/J058V16N01_03

Giles Moss, M. Owen

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引用次数: 0

摘要

在当今的制药世界，大型全球制药公司凭借其“超级品牌”的投资组合有可能占据主导地位，而小型制造商则被排除在外。通过使用复杂的品牌建模技术，较小的玩家仍然可以成功竞争。在下一篇文章中，我们将探讨UCB如何使用品牌建模来确保其抗癫痫药物Keppra®在拥有更多资源的竞争对手品牌中取得成功。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Epilepsy- Changing a Market by Use of the Advanced Brand Model ©

ABSTRACTIn the pharmaceutical world of today, large, global pharmaceutical companies with their portfolio of “super brands” threaten to dominate to the exclusion of smaller manufacturers. By using sophisticated brand modeling techniques, smaller players can still compete successfully. In the following paper, we explore how UCB has used brand modeling to ensure that its antiepileptic drug, Keppra®, succeeds against competitor brands with much greater resources.

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Journal of Pharmaceutical Marketing & Management

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