學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Zeneca's Direct-to-Consumer Advertising of Nolvadex (R)
內容大綱
In May 1999, the Moon Shot team gathered to review the results of a $54.4 million direct-to-consumer (DTC) ad campaign. Moon Shot was a cross-functional team at Zeneca Inc., a pharmaceutical, agrochemical, and specialty products company. The ad campaign was to promote the use of the drug Nolvadexa (Zeneca's brand name for Tamoxifen Citrate) for use in reducing the risk of breast cancer in women at high risk, an estimated 9 million women in the United States. Details Zeneca's development of Tamoxifen and how the company marketed the drug. Focuses on Zeneca's DTC prescription drug advertising campaign and the issues that campaign raised.