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商品編號： 9-502-055 出版日期： 2002/05/14 作者姓名： Moon, Youngme;Herman, Kerry 商品類別： Marketing 商品規格： 27p 再版日期： 2005/10/12 地域： 產業： Pharmaceutical industry 個案年度： 2000 - 2000
商品敘述：
Describes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac''s patent, Eli Lilly (Prozac''s manufacturer) and GlaxoSmithKline (Paxil''s manufacturer) must decide how to respond to the introduction of generic Prozac into the market.
涵蓋領域：
Business ethics;Marketing;Mental health;Product positioning;Strategy formulation;Value creation
相關資料：
Case Teaching Note, (5-505-009), 21p, by Youngme Moon
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