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Case
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Reference no. 304-556-1
Subject category: Strategy and General Management
Authors: T Phani Madhav (IBS Case Development Center); Shastry Umashanker (IBS Case Development Center)
Published by: IBS Case Development Center
Published in: 2004
Length: 8 pages
Data source: Published sources
Topics: AstraZeneca; Cholesterol-lowering drugs (statins); Blockbuster drugs; Crestor; Lipitor; Baycol controversy; Negative sentiments; Pfizer's marketing; Merck's Zocor; Bristol-Myers Squibb's Pravachol; Marketing budgets; FDA approvals (Federal Drug Administration); Merck's Vytorin; The Lancet; Clinical tests
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Share a link: https://casecent.re/p/20075
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Management article
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Reference no. R1106M
Authors: Marco Bertini (Centre for Management Development (LBS)); John T Gourville (Harvard Business School)
Published by: Harvard Business Publishing
Published in: "Harvard Business Review", 2011
Length: 7 pages
Topics: Marketing budgets; Pricing policies; Brand management
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Share a link: https://casecent.re/p/101885
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Management article
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Reference no. R1106Z
Authors: Marco Bertini (London Business School (LBS)); John T Gourville (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: "Harvard Business Review", 2011
Length: 3 pages
Topics: Marketing budgets; Pricing policies; Brand management
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Share a link: https://casecent.re/p/119412
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