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Vol. 2, No. 5: May 2003
THIS IS A SUMMARY
Strengthened pharmaceutical branding and increased utilization of online marketing
tools can have a significant impact on the revenue and market value of pharmaceutical
firms, according to a presentation by Bill Trombetta, professor of pharmaceutical
strategy and marketing at The Erivan K. Haub School of Business at St. Joseph's
University.
Effective branding and marketing are important to the success of virtually any
business. Their significance to the pharma industry, however, is underscored by the
negative public image the industry currently carries. According to Trombetta, two
feature films and two books are expected to be released in the coming months in which
the pharmaceutical industry is portrayed as "the bad guy."
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