Problems and cases in health care marketing
著者
書誌事項
Problems and cases in health care marketing
McGraw-Hill/Irwin, [2004]
- : hbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Cases in Health Care Marketing, 1/e by Gourville, Quelch, and Rangan is a collection of Harvard cases that concentrate on marketing within the health care sector. The book is divided into seven sections, exploring topics which include: Developing a Marketing Strategy, Developing New Products, Launching of New Products, Managing Distribution, Managing Communications, Managing the Brand, and International Marketing.
目次
PART I Developing a Marketing Strategy1-1Millennium Pharmaceuticals, Inc. (A) Stefan Thomke 1-2Hikma Pharmaceuticals John A. Quelch and Robin Root 1-3The Aravind Eye Hospital, Madurai, India: In Service for SightV. Kasturi Rangan PART II Developing New Products2-1Abgenix and the Xenomouse Robert Dolan 2-2Cardio Thoracic Systems Michael J. Roberts and Diana S. Gardner2-3Innovation at 3M Corporation (A)Stefan Thomke and Ashok NimgadePART III Launching New Products3-1The Medicines Company John T. Gourville 3-2Biopure Corporation John T. Gourville3-3Synthes John T. GourvillePART IVManaging Distribution4-1Merck-Medco: Vertical Integration in the Pharmaceutical Industry V. Kasturi Rangan and Marie Bell4-2Becton Dickenson & Company: VACUTAINER Systems Division V. Kasturi Rangan and Frank V. Cespedes4-3CVS: The Web StrategyJohn Deighton and Anjali ShahPART V Managing Communications5-1Pepcid AC (A): Racing to the OTC Market Charles King III, Alvin J. Silk, Lisa R. Klein, and Ernst R. Berndt5-2LifeSpan, Inc.: Abbott Northwestern Hospital Melvyn A. J. Menezes5-3Population Services International V. Kasturi RanganPART VI Managing the Brand6-1The Dana-Farber Cancer Institute: Development StrategyV. Kasturi Rangan6-2Bayer AG (A) John A. Quelch and Robin Root6-3Warner-Lambert Ireland: NiconilJohn A. Quelch and Susan P. SmithPART VIIInternational Marketing7-1aLife, Death, and Property Rights: The Pharmaceutical Industry Faces AIDS in Africa Debora Spar and Nicholas Bartlett7-1bPhase Two: The Pharmaceutical Industry Responds to AIDSDebora Spar7-2Ciba-Geigy Pharmaceuticals: Pharma International John A. Quelch and N. Craig Smith7-3Genzyme's Gaucher Initiative: Global Risk and ResponsibilityChristopher A. Bartlett and Andrew N. Mclean
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