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| Tekijä: | Chandler, J. Owen, M. |
| Otsikko: | Pharmaceuticals: the new brand arena |
| Lehti: | International Journal of Market Research
2002 : VOL. 44:4, p. 385-404 |
| Asiasana: | PHARMACEUTICAL INDUSTRY BRANDS ANALYTICAL REVIEW |
| Kieli: | eng |
| Tiivistelmä: | The authors state that the pharmaceuticals arena is often seen as a distinct territory within market research (MR). Within this arena a vast volume and variety of work is conducted on a national and international basis, ranging from number-crunching market behaviour data to highly exploratory qualitative research. This paper looks at the rapidly advancing recognition of the importance of brands within the international pharmaceutical arena. It explores what ramifications recent developments in the authors' understanding of mind, culture and brands have for the whole business of brand development. The paper looks at how and in what ways qualitative research has to be built into this process, in particular exploring the issues of how qualitative research is structured and analysed. |
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