TITLE

Big stakes in cold war

AUTHOR(S)
Goetzl, David; Petrecca, Laura
PUB. DATE
April 2000
SOURCE
Advertising Age;4/3/2000, Vol. 71 Issue 14, pS2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Reports on the marketing competition between pharmaceutical companies Glaxo Wellcome and Hoffmann-La Roche in the United States. Promotions for Glaxo's flu drug Relenza and Roche's Tamiflu; Glaxo's tongue-in-cheek approach with its advertisements; Roche's tradition approach to marketing Tamiflu.
ACCESSION #
2990231

 

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