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
大学図書館所蔵 全3件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
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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