Marketers in many cases are tasked with exploring the factors that impact the long run adoption of technology or a brand new product. The new merchandise under contemplation here is the drug-eluting stent: a device which prop open a clogged artery to the heart and then discharges medicine that reduce the menace of artery re-blockage.
In light of current medical and aggressive trend in the marketplace, the case prompts students to examine the future adoption of drug-eluting stents in addition to contemplate the possible marketing actions to be taken by Medtronic for ATTEMPT - a recently approved stent that may reach the market in the year 2008.
PUBLICATION DATE: September 25, 2008 PRODUCT #: 509028-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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