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Research papers

The diversification of Boehringer Ingelheim, Ltd. through the launch of Dixarit in the United Kingdom

The paper traces the steps that were taken in the formulation of the marketing strategy of Dixarit, a new product for the prophylactic treatment of migraine. It describes the planned research programme, the development of promotional concepts, their...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields
Authors: John Bames, Roger Goldsmith
June 1, 1973

Research papers

The use of market research in international marketing management

In the context of this paper, I have restricted the term "International Marketing" to cover only the marketing of consumer goods with substantial advertising appropriations, i. e. appropriations aimed at and intended to create consumer demand for a...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Roger Goldsmith
June 15, 1965