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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
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print RA410.1 .G68 2005
(Browse shelf)
Available 900097902
Book Europe Campus
Main Collection
Print RA410.1 .G68 2005
(Browse shelf)
Available 001285703
Total holds: 0

Includes bibliographical references and index


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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