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Maxims applied: How Pfizer's Maxim Violation with Nektar to develop and bring to market an inhaled insulin product called Exubera

Posted on: 15-May-2008

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Summary

Its one of the most basic of maxims: that all marketing is based on needs, wants, features, and benefits. Where most go wrong, and Pfizer did so costly in this case study, is that they focus on features and wants because . . .

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About weQuest:
weQuest's are written by G Dan Hutcheson, his career spans more than thirty years, in which he became a well-known as a visionary for helping companies make businesses out of technology. This includes hundreds of successful programs involving product development, positioning, and launch in Semiconductor, Technology, Medicine, Energy, Business, High Tech, Enviorntment, Electronics, healthcare and Business devisions.

Short URL: https://www.wesrch.com/medical/weqME17DGP

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