From medicine and defense to food and cosmetics, biotechnological breakthroughs are creating huge new global market opportunities as well as unprecedented challenges. Companies from mega-pharmaceuticals to infotech giants and biotech start-ups must radically rethink their business models. In the first book on the business of biotechnology, Françoise Simon and Philip Kotler combine their biotechnology and marketing ex-pertise to show managers how to innovate with bionetworks, win customers with biobrands, and create sustainable advantage worldwide.
Simon and Kotler explain in clear nontechnical prose how innovation in the new biosector will be driven by a web of cross-industry collaborations, and in particular by three transforming forces: information technology, consumerism, and systems biology. With timely industry cases, the authors demonstrate that by capitalizing on these forces, companies from Hitachi and Siemens to Amgen and Pfizer could become the biotech leaders of the coming decades.
The chapters on building and sustaining biobrands are the centerpiece of this indispensable book. Simon and Kotler present a powerful framework that will enable any manager to redefine and transform traditional models into a new branding paradigm: the global "targeted" model as an alternative to the global "mass market" model. The authors illustrate how each of these models has proven successful in launching such blockbuster drugs as Viagra, Lipitor, Rituxan, and Gleevec.
Relevant to all industries impacted by biotechnology from consumer goods to industrial products, Building Global Biobrands is essential reading for every manager, marketer, analyst, and consultant who must understand the Biotech Century.
"synopsis" may belong to another edition of this title.
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants.
He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; and The Marketing of Nations.
Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.
Chapter 1: The New Bio Marketspace
The dominant science of the twenty-first century will be biology.
Freeman Dyson
New York, April 2020
At 8 A.M. on a sunny spring day, the Fuller household is in full morning rush mode. John is about to head off for his law office, his wife Cynthia for her pre-workday jog, and eight-year-old Marion for school. At the breakfast table of their Westchester home, Marion has just received her latest inoculation. Shots are a thing of the past; she just ate a banana. Using his wristwatch transmitter, John does his monthly checkup by sending his internist the data collected in his t-shirt's biosensors and in a capsule he swallowed. His health is fine, thanks to diet and exercise, but also to new drugs customized to his genotype. Always on the go, he tended to forget his pills, but he now has a microchip implant that works as a slow-release micropharmacy. In the bathroom, Cynthia is admiring her new makeup, which has just cleared a case of rosacea. She is back on her regular morning jog schedule, since the knee she injured skiing last winter has been partly reengineered. Meanwhile, John completes a bank transfer and decides to sell a stock that, in his view, has just peaked; thanks to iris scans and other biometric screens, online security is no longer an issue.
Outside, the air is crisp, and the Hudson River looks amazingly clean -- biofuels and waste-eating bacteria have worked wonders on the challenging New York ecology in the past decades. Overhead, planes bound for Canada and the West Coast are carrying their passengers with an added degree of safety -- their wings and fuselage are now made of biomaterials sensing and self-repairing any stresses or impending cracks, and their avionics include neural networks that can rapidly react to critical events such as hydraulic failures. Two things, however, have not improved; legroom is scarce and airports are still clogged to the gills.
Utopia? Biotech's detractors think so and paint a grim counterpart of Frankenfoods, mutant crops run amok, and the specter of eugenics creating a gene-enhanced "super class." This doomsday vision is unlikely to occur due to regulation, and resisting biotechnology progress amounts to battling the inevitable. Every innovation in our 2020 scenario is already in development or at the pilot market stage:
"About this title" may belong to another edition of this title.
Shipping:
US$ 3.99
Within U.S.A.
Shipping:
FREE
Within U.S.A.
Seller: St Vincent de Paul of Lane County, Eugene, OR, U.S.A.
Condition: Good. paperback 100% of proceeds go to charity! Good condition with all pages in tact. Item shows signs of use and may have cosmetic defects. Seller Inventory # O-04-4448
Quantity: 1 available
Seller: SecondSale, Montgomery, IL, U.S.A.
Condition: Good. Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # 00067093840
Quantity: 1 available
Seller: Irish Booksellers, Portland, ME, U.S.A.
Condition: Good. SHIPS FROM USA. Used books have different signs of use and do not include supplemental materials such as CDs, Dvds, Access Codes, charts or any other extra material. All used books might have various degrees of writing, highliting and wear and tear and possibly be an ex-library with the usual stickers and stamps. Dust Jackets are not guaranteed and when still present, they will have various degrees of tear and damage. All images are Stock Photos, not of the actual item. book. Seller Inventory # 31-1439172900-G
Quantity: 1 available
Seller: medimops, Berlin, Germany
Condition: very good. Gut/Very good: Buch bzw. Schutzumschlag mit wenigen Gebrauchsspuren an Einband, Schutzumschlag oder Seiten. / Describes a book or dust jacket that does show some signs of wear on either the binding, dust jacket or pages. Seller Inventory # M01439172900-V
Quantity: 1 available
Seller: SecondSale, Montgomery, IL, U.S.A.
Condition: Good. Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # 00018454781
Quantity: 1 available
Seller: Book Deals, Tucson, AZ, U.S.A.
Condition: Fine. Like New condition. Great condition, but not exactly fully crisp. The book may have been opened and read, but there are no defects to the book, jacket or pages. 1.33. Seller Inventory # 353-1439172900-lkn
Quantity: 1 available
Seller: BargainBookStores, Grand Rapids, MI, U.S.A.
Paperback or Softback. Condition: New. Building Global Biobrands: Taking Biotechnology to Market 1.14. Book. Seller Inventory # BBS-9781439172902
Quantity: 5 available
Seller: Books Unplugged, Amherst, NY, U.S.A.
Condition: Good. Buy with confidence! Book is in good condition with minor wear to the pages, binding, and minor marks within 1.33. Seller Inventory # bk1439172900xvz189zvxgdd
Quantity: 1 available
Seller: GF Books, Inc., Hawthorne, CA, U.S.A.
Condition: Good. Book is in Used-Good condition. Pages and cover are clean and intact. Used items may not include supplementary materials such as CDs or access codes. May show signs of minor shelf wear and contain limited notes and highlighting. 1.33. Seller Inventory # 1439172900-2-4
Quantity: 1 available
Seller: Lucky's Textbooks, Dallas, TX, U.S.A.
Condition: New. Seller Inventory # ABLIING23Mar2411530275445
Quantity: Over 20 available