The Pharma Industry - Case studies in Strategy & Marketing

Case Volume Edition: I
Pages : 223;

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Case 01	The betapharm Acquisition: DRL's Inorganic Growth Strategy in Europe
Case 02	Pfizer's Torcetrapib Failure: The Risks of New Drug Development
Case 03	GlaxoSmithKline's Marketing Strategy for Requip: A Case Study in Product Lifecycle Management
Case 04	Pricing Fuzeon: Cost of Innovation?
Case 05	Lipitor: How Far Should Pfizer Push the Pill?
Case 06	Race-Specific Drug 'BiDil': NitroMed's Marketing Challenge
Case 07	Ranbaxy's Globalization Strategies and its Foray into the US
Case 08	Marketing Viagra in India
Case 09	Viagra in China: Endless IPR Battles
Case 10	Johnson & Johnson's Tylenol Controversies
Case 11	Bausch & Lomb's 'ReNu with MoistureLoc' (A): In the Eye of the Controversy
Case 12	Bausch & Lomb's 'ReNu with MoistureLoc' (B): The Debacle and its Aftermath
Case 13	The Recall of Vioxx