Problems & Cases in Health Care Marketing / Edition 1

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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.

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Product Details

  • ISBN-13: 9780072887761
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 1/8/2004
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 448
  • Product dimensions: 8.10 (w) x 10.20 (h) x 0.98 (d)

Table of Contents

Developing a Marketing Strategy
Millennium Pharmaceuticals, Inc. (A) Stefan Thomke
Hikma Pharmaceuticals John A. Quelch and Robin Root
The Aravind Eye Hospital, Madurai, India: In Service for SightV. Kasturi Rangan

Developing New Products
Abgenix and the Xenomouse Robert Dolan
Cardio Thoracic Systems Michael J. Roberts and Diana S. Gardner
Innovation at 3M Corporation (A)Stefan Thomke and Ashok Nimgade
Launching New Products
The Medicines Company John T. Gourville
Biopure Corporation John T. Gourville
Synthes John T. Gourville
Managing Distribution
Merck-Medco: Vertical Integration in the Pharmaceutical Industry V. Kasturi Rangan and Marie Bell
Becton Dickenson & Company: VACUTAINER Systems Division V. Kasturi Rangan and Frank V. Cespedes
CVS: The Web StrategyJohn Deighton and Anjali Shah
Managing Communications
Pepcid AC (A): Racing to the OTC Market Charles King III, Alvin J. Silk, Lisa R. Klein, and Ernst R. Berndt
LifeSpan, Inc.: Abbott Northwestern Hospital Melvyn A. J. Menezes
Population Services International V. Kasturi Rangan
Managing the Brand
The Dana-Farber Cancer Institute: Development StrategyV. Kasturi Rangan
Bayer AG (A)

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