Problems & Cases in Health Care Marketing / Edition 1

by John T. Gourville, V. Kasturi Rangan, John A. Quelch

Overview

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.

Product Details

ISBN-13:	9780072887761
Publisher:	McGraw-Hill Companies, The
Publication date:	01/08/2004
Edition description:	New Edition
Pages:	448
Product dimensions:	8.10(w) x 10.20(h) x 0.98(d)

Table of Contents

PART I
Developing a Marketing Strategy
1-1
Millennium Pharmaceuticals, Inc. (A) Stefan Thomke
1-2
Hikma Pharmaceuticals John A. Quelch and Robin Root
1-3
The Aravind Eye Hospital, Madurai, India: In Service for SightV. Kasturi Rangan
PART II

Developing New Products
2-1
Abgenix and the Xenomouse Robert Dolan
2-2
Cardio Thoracic Systems Michael J. Roberts and Diana S. Gardner
2-3
Innovation at 3M Corporation (A)Stefan Thomke and Ashok Nimgade
PART III
Launching New Products
3-1
The Medicines Company John T. Gourville
3-2
Biopure Corporation John T. Gourville
3-3
Synthes John T. Gourville
PART IV
Managing Distribution
4-1
Merck-Medco: Vertical Integration in the Pharmaceutical Industry V. Kasturi Rangan and Marie Bell
4-2
Becton Dickenson & Company: VACUTAINER Systems Division V. Kasturi Rangan and Frank V. Cespedes
4-3
CVS: The Web StrategyJohn Deighton and Anjali Shah
PART V
Managing Communications
5-1
Pepcid AC (A): Racing to the OTC Market Charles King III, Alvin J. Silk, Lisa R. Klein, and Ernst R. Berndt
5-2
LifeSpan, Inc.: Abbott Northwestern Hospital Melvyn A. J. Menezes
5-3
Population Services International V. Kasturi Rangan
PART VI
Managing the Brand
6-1
The Dana-Farber Cancer Institute: Development StrategyV. Kasturi Rangan
6-2
Bayer AG (A)