商品敘述：

Available with this Brief Case: a Case Preview, updated Teaching Note, and an English-language audio version. A Case Preview is an optional, customizable resource that provides students with a lens through which to consider the case, including a snapshot of the case situation and key questions to consider. The updated Teaching Note features a new section that provides insights for teaching the case in an undergraduate classroom. Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara Printup, Senior Marketing Director for CSP, must develop the positioning strategy and marketing communications plan in preparation for the launch of the new drug. Printup must consider the consumer decision-making process and the interaction between the consumer who purchases the drug and the health care provider who prescribes the medication. Despite promising medical studies and consumer research, poor positioning of the drug in the highly competitive market for weight-loss solutions could spell disaster. Students analyze market research data and consider the optimal positioning strategy and marketing communications program.

涵蓋領域：

Consumer behavior;Market positioning;Marketing communications;Product launches

相關資料：

, (4241), 12p, by John A. Quelch, Heather Beckham;
, (7872), 0p, by John A. Quelch, Heather Beckham

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