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The Definitive Guide to Marketing Analytics and Metrics (Collection) by David Reibstein, Phillip E. Pfeifer, Neil Bendle, Ronald T. Wilcox, Paul Farris, Rajkumar Venkatesan, Cesar Brea

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14. Conversations with Practitioners

Paul Magill

Chief Marketing Officer

Abbott

Paul Magill, a former Monitor Group colleague, is now the Chief Marketing Officer at Abbott. Having advised Abbott as a McKinsey consultant on issues related to the Abbvie spinoff, Paul was recruited to Abbott by CEO Miles White in late 2012. Urbane and good-humored as always, Paul was kind enough to be the first person I interviewed for this book.

After the separation of the proprietary pharmaceuticals business, the remaining Abbott business is a blend of general medicines, diagnostic devices, and nutritional products (such as Similac for infants and Ensure for adults). With decisions in these categories made as much by the patient as by recommendations from doctors, ...

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