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IMS Report on Excelling in brand performance
FREE DOWNLOAD Date Published: 01 Jul 2007 Download size: 0.4MB
In an age of slowing pipeline output, shorter product lifecycles and increasing genericisation of profitable blockbusters, extracting the best return from every marketed brand is essential for long-term success. As the market continues to grow in complexity, and barriers to selling increase, finding ways to augment share of mind with more targeted messaging is top of the marketing agenda. Nigel Burrows and Keith Widdowson of IMS Health explain how novel approaches, based on real-world dynamics, can optimize brand performance management and lead to more informed investment decisions
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