内容简介 Presents the changing competitive dynamics in the global pharmaceutical industry and possible implications for large drug companies.
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目录
目 录 The Pharma Giants: Ready for the 21st Century Summary Note Questions and Ideas to Consider Eli Lilly: The Evista Project Summary Case Questions and Ideas to Consider Merck-Medco: Vertical Integration in the Pharmaceutical Industry Summary Case Questions and Ideas to Consider Novartis: Betting on Life Sciences Summary Case Questions and Ideas to Consider Biopure Corporation Summary Case Questions and Ideas to Consider Mmeninm Pharmaceuticals, Inc. A Summary Case Questions and Ideas to Consider From Managing Pills to Managing Brands Summary Article Questions and Ideas to Consider