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Healthy Skepticism Library item: 3944

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: book

Hansson O
Inside Ciba-Geigy
Penang, Malaysia: International Organization of Consumers Unions 1989


Abstract:

(Limited to the part dealing with promotion.) One of the ways that Ciba-Geigy tried to increase sales of its products was to “reposition” them in the market. For example, Ludiomil (maprotiline) up until that time had been labeled as a preparation for use especially by general practitioners for treating moderate and masked forms of depression. Now the plan was to combine depressive states plus organic diseases and age-linked depression in the range of indications recommended the GPs.

Keywords:
*analysis/Ciba-Geigy/market share/PROMOTIONAL TECHNIQUES: MISCELLANEOUS

 

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