Product details

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Case
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Reference no. UVA-M-0685
Subject category: Marketing
Product 497 (UVA-M-0685) has no authors
Published by: Darden Business Publishing
Originally published in: 2003
Version: Rev 2.05
Length: 17 pages
Data source: Published sources

Abstract

Lilly ICOS is preparing to launch Cialis, a prescription drug that treats erectile dysfunction, and executives must decide how to position Cialis against market leader Viagra and recent entrant Levitra.

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Abstract

Lilly ICOS is preparing to launch Cialis, a prescription drug that treats erectile dysfunction, and executives must decide how to position Cialis against market leader Viagra and recent entrant Levitra.

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