Book Reviews
The way we go about our work is constantly being challenged by new thinking expressed in new business books. When reviewing these books, we aim to combine a sympathetic reading along with some critical perspective, using questions such as:
- What is the author missing?
- How interesting is it?
- Do I agree with the assumptions behind the arguments?
For each book, we will provide a discussion of the implications for pharmaceutical market research, plus an overall rating for the book.
Don’t be surprised if we tend to give positive ratings since the books we review tend to be the ones we like! One rule we have is that, in fairness to the author, we only review books that we have read cover-to-cover.
As ever, we would welcome your comments on any review.
| 18 Sep, 2007 Pharmaceuticals – Where’s the Brand Logic? |
| The consumer sector is deluged with brand book offerings, now we have one of our own. Mike Owen reviews a new key work: Pharmaceuticals - Where's the Brand Logic? by Giles D Moss. |
| 31 Aug, 2005 Brands Laid Bare (2005) |
| Using Market Research for Evidence-Based Brand Management. |