Summary of Building Global Biobrands

Taking Biotechnology to Market

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Building Global Biobrands book summary
The marketing of biotechnology products highlights innovations in science, medicine, industry, technology and branding.


6 Overall

7 Applicability

9 Innovation

3 Style


This book, exhaustively researched and daunting to read, sums up all of the most important forces likely to concern a biotech marketer. The authors take a dispassionate, methodical approach, buttress their points with plenty of case evidence and examples, clearly have a grasp of the subject and communicate detailed knowledge of great value to those in the field. Unfortunately, their style is plodding and clinical, replete with passive constructions and impersonal, generally soporific sentences. believes that those with a real need to know will be glad to brew some strong coffee and grateful to stay the course and become so thoroughly updated. Readers who are intrigued by the field - but not immersed in it - will benefit most from reading the introduction, the first three chapters and the conclusion.

In this summary, you will learn

  • What big issues and trends affect biotechnology marketing; and
  • What effect biotechnology may have on your business and on you as a consumer.


The Future Is Here
Biotechnology still seems futuristic to many, but the future is here and now. Consider these startling biotechnology realities: The production of plants, such as bananas, that produce edible vaccines. The ability to engineer rice to be vitamin-rich...
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About the Authors

Co-author of four books, Francoise Simon is a professor of business and public health at Columbia University and president of the SDC Consulting Group. Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He has written many books including Kotler on Marketing and Marketing Management.

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