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Complete Case details are given below :
Case Name : Astra/Merck Group
Authors : Frank V. Cespedes, Marie Bell
Discipline : Marketing
Case Length : 21 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Astra/Merck (A/M), originally a joint venture of AB Astra and Merck & Co., is preparing to be an independent company in 1993. Since the company does not engage in basic research and development of drugs, it is essentially a distribution organization. Fundamental to A/M's strategy is a new approach to the marketing of prescription drugs. The case outlines this approach, developments in the pharmaceuticals industry, and issues raised by A/M's attempts to implement a new marketing process in an industry where promotion-oriented "detailing" has dominated distribution practices.
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