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Introduces the major communication vehicles and the process by which they can be brought together in an integrated marketing communications plan.... अधिक

In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's experience of past launches has little ... अधिक