Promotion and Pricing Strategies
Learning Objectives
Discuss integrated marketing communications (IMC).
Describe the different types of advertising.
Outline the tasks in personal selling.
Name and describe sales promotion activities.
Discuss publicity as a promotional tool.
Discuss pricing objectives and strategies.
Pfizer Faces the Impact of Generic Drug Pricing
What product has earned as much revenue in a year as Major League Baseball, or all the commercial films released in the United States?
The answer is Lipitor, the cholesterol-reducing drug taken by almost 9 million Americans. The most successful, most widely prescribed drug in the United States, for years Lipitor's patent protected it from competition, giving Pfizer the exclusive right to manufacture and market the drug. ...
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