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Branding as a Management Tool in Pharma
The Views of Jesper Kunde

In a world crowded with many similar competing consumer goods, the most successful companies have been those who control the marketing, sales AND distribution systems. Government intervention, complex reimbursement systems and numerous intermediaries, however, handicap the pharma industry, which is a long way behind Fast Moving Consumer Goods (FMCG) in terms of product branding.

The views of Jesper Kunde, one of Europe's fastest-rising marketing gurus and author of the book Corporate Religion, are reviewed in this article, which summarizes Kunde's presentation at EyeforPharma's "Successful Product Branding in Pharma" conference in London, UK in March 2004.

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PMN35-04
Issue: Vol. 3, No. 5: May 2004
Word Count: 741

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