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Promotion and Pricing Strategies

Learning Objectives

image Discuss integrated marketing communications (IMC).

image Describe the different types of advertising.

image Outline the tasks in personal selling.

image Name and describe sales promotion activities.

image Discuss publicity as a promotional tool.

image 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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