Young Upstart in a $500 Million Market for Anti-Ulcer Medication

Article Abstract:

The anti-ulcer medication market is a new area resulting from advanced technology. The two entry products, Zantac and Tagamet, are in a battle for market share. The two prescription drugs are produced respectively by Glaxo Holdings P.L.C. and Smith, Kline and French Laboratories. Marketing strategy is responsible for Zantac's strong market penetration. A marketing partnership was formed by Hoffman-LaRoche to provide enough sales representatives to reach the multitude of physicians in the United States. An advertising campaign was launched in medical journals, employing Salthouse Torre Ferrante Inc. Product differentiation between Zantac and Tagamet was the lack of side effects from the medication in Zantac.

Planning, Pharmaceutical industry

---

"3M hears you" - being a good listener pays off

Article Abstract:

3M marketing strategy aims to cover the breadth of 3M's products by linking them up with consumer needs. This supplanted some 30 logos used before in advertising. Started in 1982 in the print media, the program is seen as possibly leading to TV advertising.

Case studies, 3M Co., Business-to-business advertising, Business to business advertising

---

Similar abstracts:

• Abstracts: Your Legislative Date in Washington. $500 Million or More?
• Abstracts: Retailers Dress for Success. Made in America
• Abstracts: Leadership and Consultation - The Path for ASC. Closing the culture gap
• Abstracts: Setting Standards for Standard Setting. Creating standards for standards. OSC looks for "stretched" rules
• Abstracts: Retailers Dress for Success. Por fin, national retailers are thinking Hispanic. Retail advertising: looking for a look

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.