Problems and cases in health care marketing
Author: Gourville, John T ; Quelch, John A. ; Rangan, V. KasturiPublisher: McGraw-Hill, 2005. ; Irwin, 2005.Language: EnglishDescription: 440 p. : Graphs/Ill. ; 26 cm.ISBN: 0072887761Type of document: BookBibliography/Index: Includes bibliographical references and index
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
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Asia Campus Main Collection |
RA410.1 .G68 2005
(Browse shelf) 900097902 |
Available | 900097902 | |||
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Europe Campus Main Collection |
RA410.1 .G68 2005
(Browse shelf) 001285703 |
Available | 001285703 |
Includes bibliographical references and index
Digitized
Problems and cases in health care marketing Preface iv PART FOUR Managing Distribution 175 10 Merck-Medco: Vertical Integration in the Pharmaceutical Industry 177 V Kasturi Rangan and Marie Bell 11 Becton Dickinson and Con~pany: VACUTAINER Systems Division 209 K Kasturi Rangan and Frank I: . Cespedes 12 CVS: The Web Strategy 229 John Drighton and Anjali Shah PART ONE Developing a Marketing Strategy 1 1 Millennium Pharmaceuticals, Inc. 3 Stefan Thomke and Ashok Nimgade 2 3 Hikma Pharmaceuticals 27 John A. Quelch and Robin Root The Aravid Eye Hospital, Madurai, India: In Service for Sight 39 K Kasturi Rangan PART TWO Developing New Products 63 4 Abgenix and the XenoMouse Robert Dolan 65 PART FIVE Managing Communications 245 Pepcid AC (A): Racing to the OTC Market 247 Charles King 1 1 Alvin J. Silk, Lisa R. 1, Klein, and Ernst R. Berndt Lifespan, Inc.: Abbott Northwestern Hospital 263 Melvin A. J. Menezes Population Services International V Kasturi Rangm 283 5 6 CardioThoracic Systems 79 Michael J. Roberts and Diana S. Gardner Innovation at 3M Corporation (A) Stefan Thomke and Ashok Nimgade PART THREE Launching New Products 119 7 TheMedicinesCompany John I: Gourville Biopure Corporation John 7: Gourville Synthes 157 John T Gourville 139 121 PART SIX Managing the Brand 301 16 The Dana-Farber Cancer Institute: Development Strategy 303 K Kasturi Rangan and M a r k Brll 17 BayerAG(A) 327 John A. Quelch and Robin Root 8 9 . 18 Warner-Lamber Ireland: Niconil 345 John A. Quelch and S~rsnn Srnith P 21 Ciba-Geigy Pharmaceuticals: Pharma International 397 N Craig Smith and John A. Q~relch PART SEVEN International Marketing 361 Life, Death, and Property Rights: The Pharmaceutical Tndustry Faces AIDS in Africa 363 Dehora Spar and Nicholas Bartlett Phase Two: The Pharmaceutical Industry Responds to AIDS 385 Debora Spar and Nicholas Bartlett 22 Genzyme's Gaucher Initiative: Global Risk and Responsibility 41 1 Christopher A. Bartlett and Andrew N McLean
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