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
Page Views: 1994
To view full screen click here!
If you are unable to view this PDF file, please clear the browser cache and reload your page,
if the problem persists try upgrading your PDF reader. To obtain the PDF reader, please click here
It’s 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 . . .
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