When marketing becomes strategy (or a key strategic pillar) – the case of Cialis’ challenge of Viagra’s market
The strategic question for Lilly Icos was whether it could influence how physicians perceived the importance of the criteria (longer lasting effects). The positioning was hotly debated prior to launch: Should the company centre its marketing strategy on Cialis’s lack of side effects, given that safety was already one of the two key criteria (met […]
eMail etiquette: Yes, there are some basic expectations
I write a lot of emails and I get a lot emails too. Indeed, in the fast paced, information driven world we live in today, email as well as other electronic communication methods and channels have become default. However, unlike face to face communication, the reader of an email usually have to depend on the written […]