Astra / Merck (A / M), originally a joint venture between AB Astra and Merck & Co, is preparing to become an independent company in 1993. Since the company is not engaged in basic research and development of drugs, it is essentially the distribution organization. Key strategies / M represents a new approach to marketing of drugs. The case describes this approach, developments in the pharmaceutical industry, and the issues raised by attempts to A / M to implement a new marketing process in an industry where promotion-oriented "more" dominant distribution practices. "Hide
by Frank V. Cespedes, Marie Bell Source: Harvard Business School 21 pages. Publication Date: March 23, 1994. Prod. #: 594045-PDF-ENG
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