Marketing appeals to consumers’ hearts, minds and past experiences — not necessarily in that order
Among advertising sequences, there’s a gold standard to build brand appeal in consumers’ minds.
Content: Article | Authors: Albert Valenti, Gokhan Yildirim, Koen Pauwels, Marc Vanhuele, Shuba Srinivasan | Source: “IESE Insight” | Subjects: Advertising, Marketing / Sales
Marketing Strategies in the Competition Between Branded and Generic Antibiotics (A): Clamoxyl in 1996, (B): Augmentin in 2002
The high cost of pharmaceuticals is a serious concern for government officials trying to reduce health care expenditures. In this new Case Study, Professor Chandon and Research Associate Sarah Spargo, look at the battle between branded and generic prescription drugs, and explain how SmithKline Beecham reacted to a direct attack on one of their ‘jewel’ drugs.
Content: Case Study | Authors: Jacques Lendrevie, Marc Vanhuele, Olivier Kovarski, Pierre Chandon, Sarah Spargo | Source: “INSEAD” | Subjects: Industry Specific, Marketing / Sales | Industry: Pharmaceutical | Company: GlaxoSmithKline plc