Description: PART I Developing a Marketing Strategy 1-1 Millennium Pharmaceuticals, Inc. (A) Stefan Thomke 1-2 Hikma Pharmaceuticals John A. Quelch and Robin Root 1-3 The Aravind Eye Hospital, Madurai, India: In Service for Sight V. Kasturi Rangan PART II Developing New Products2-1 Abgenix and the Xenomouse Robert Dolan 2-2 Cardio Thoracic Systems Michael J. Roberts and Diana S. Gardner 2-3 Innovation at 3M Corporation (A) Stefan Thomke and Ashok Nimgade PART III Launching New Products3-1 The Medicines Company John T. Gourville 3-2 Biopure Corporation John T. Gourville 3-3 Synthes John T. Gourville PART IV Managing Distribution4-1 Merck-Medco: Vertical Integration in the Pharmaceutical Industry V. Kasturi Rangan and Marie Bell 4-2 Becton Dickenson & Company: VACUTAINER Systems Division V. Kasturi Rangan and Frank V. Cespedes 4-3 CVS: The Web Strategy John Deighton and Anjali Shah PART V Managing Communications5-1 Pepcid AC (A): Racing to the OTC Market Charles King III, Alvin J. Silk, Lisa R. Klein, and Ernst R. Berndt 5-2 LifeSpan, Inc.: Abbott Northwestern Hospital Melvyn A. J. Menezes 5-3 Population Services International V. Kasturi Rangan PART VI Managing the Brand6-1 The Dana-Farber Cancer Institute: Development Strategy V. Kasturi Rangan 6-2 Bayer AG (A) John A. Quelch and Robin Root 6-3 Warner-Lambert Ireland: Niconil John A. Quelch and Susan P. Smith PART VII International Marketing7-1a Life, Death, and Property Rights: The Pharmaceutical Industry Faces AIDS in Africa Debora Spar and Nicholas Bartlett 7-1b Phase Two: The Pharmaceutical Industry Responds to AIDS Debora Spar7-2 Ciba-Geigy Pharmaceuticals: Pharma International John A. Quelch and N. Craig Smith 7-3 Genzyme's Gaucher Initiative: Global Risk and Responsibility Christopher A. Bartlett and Andrew N. Mclean

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