From managing pills to managing brands

Marcel Corstjens and Marie Carpenter ()
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Marcel Corstjens: INSEAD - Institut Européen d'administration des Affaires
Marie Carpenter: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]

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Abstract: The authors question the drug industry's belief that successful drugs come only from breakthrough science, and argues that marketing now matters as much to commercial success

Date: 2000-03
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Published in Harvard business review, 2000, 78 (2), pp.20

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05774545

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