Branding and the Rise of the Generic Drug

Abstract

Attempts to describe some of the forces which, from a marketing perspective, drive and shape the pharmaceutical industry. The industry is of massive importance to the UK economy and rarely a day goes by without mention in the press of the activities of the leading manufacturers – Glaxo, Wellcome, SmithKline Beecham etc. British companies are amongst the most innovative in the world and pharmaceuticals is the only area of science where the UK can claim to match, and frequently outperform, the Americans, Japanese and Germans. Written by a layman for the benefit of laymen.

Citation

Blackett, T. (1992), "Branding and the Rise of the Generic Drug", Marketing Intelligence & Planning, Vol. 10 No. 9, pp. 21-24. https://doi.org/10.1108/02634509210020097