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Journal of Pharmaceutical Marketing & Management Volume 16, 2003 - Issue 1
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Original Article

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

Giles Moss UCB Pharma Asia Pacific Sdn Bhd, Suite 3.08, 3rd Floor, Wisma Academy, 4 A, Jalan 19/1, 46300, Petaling Jaya [email protected]
&
Mike Owen Context Research International, 1st Floor, Wellington House, 15A Leyton Green, Harpenden, Herts, AL5 2TG, UK [email protected]
Pages 9-19 | Received 17 Oct 2003, Accepted 22 Dec 2003, Published online: 04 Dec 2011

REFERENCES

  • Moss G. Pharmaceutical brands: Do they really exist? Int J Med Market. 2001; 2(1):23–33.
  • Feldwick P, Bonnal F. Reports on the death of brands have been greatly exagger-ated. Marketing Res Today. 1995; 23(2):86–95.
  • Kapferer J-N. Strategic brand management. Creating and sustaining brand equity long term. London: Kogan Page; 1997.
  • Datamonitor. Pharmaceutical promotional effectiveness: Benchmarking top tier companies by country, channel, therapy area and ROT. November 18, 2002. Reference Code: DMHC1806.
  • Gordon W. Goodthinking: A guide to qualitative research. Henley-on-Thames: Admap; 1999.
  • Chandler J, Owen M. Developing brands with qualitative research. London: Sage; 2002.
  • Chandler J, Owen M. Brand innovation and the factors of change. BHBIA Con-ference Proceedings; 2002.

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