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Abbott Laboratories, Limited
內容大綱
A senior product manager at Abbott Laboratories Limited (Abbott) must develop a comprehensive marketing strategy to launch Abbott's ground-breaking drug, Norvir, into the Canadian market. Norvir has recently been launched in the U.S. and was used to treat patients with the Human Immunodeficiency Virus (HIV). With fewer than six months before the scheduled Canadian launch date, he must make a number of decisions concerning product positioning, sales representation and promotion.