Building Global Biobrands: Taking Biotechnology to Market

If you're intimidated by a book that has""single nucleotide polymorphism"" in its glossary, perhaps this isn't for you. But if you can get past the occasionally dense material and have at least a passing interest in the exploding sector of biotechnology, this guide really is a wonder. Professors and marketing strategists Simon and Kotler have compiled an overview of biotech that's both readable and incredibly detailed. Seamlessly switching between observations on innovating, branding and acquiring global reach, the authors display a knowledge of the subject that's almost unreal. And while advances like gene therapy and nanotechnology may sound futuristic, the future is in many cases already here--and accounting for possibly""a third of world GDP,"" the authors note. The writing is sprightly, the structure well-reasoned. There isn't much moral rumination on the issues that trouble so many, such as cloning and the genetic engineering of food. But as an overview of a sector that's becoming more and more critical to the American economy, it's difficult to imagine anything more comprehensive.