2012 Scrip 100: How to get more 'wag' from the tail – managing mature brands in immature markets
This article was originally published in Scrip
In the good old days of pharma, when pipelines were plentiful, Western markets were a haven for strong prices and double digit growth was a given, little thought or focus was given to those teams working with mature brands or those trying to get difficult 'emerging' markets on the radar.
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