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Zithromax Z-Pak and the Biaxin BBQ (A) [electronic resource] / Julie Hennessy

Author
Hennessy, Julie
Published
London : SAGE Publications Ltd, 2017.
Physical Description
1 online resource : illustrations
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Summary
The Biaxin case deals with competition in the mature market for antibiotics designed for use in the treatment of bacterial respiratory infections. The case tells the story of how Pfizers Zithromax stole the share dominance of an established brand, Abbotts Biaxin. The case deals with the importance in pharma markets of consumer (patient) and channel (physician and insurance payer) insight as well as pharmacological efficacy data.
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ISBN
9781473995352 (ebook)
Note
Originally Published in Hennessy, J. (2008). Zithromax Z-Pak and the Biaxin BBQ (A). 5-108-003(A). Evanston, IL: Kellogg School of Management, Northwestern University.
View MARC record | catkey: 31510421