02451nam a2200493 i 4500 000710874 StDuBDS 20240202172917.0 20160518115744.0 m||||||||d|||||||| cr ||||||||||| 160408s2016 enka fo 000|0|eng|d NEZPRACOVANÝ IMPORT 9781473972209 (ebook) : No price (OCoLC)1017717896 StDuBDS eng StDuBDS rda pn HF5439.D75 658.81 23 Tybout, Alice M., author. The case of Synthroid (A) : marketing a drug coming off patent / Alice M. Tybout, Julie Hennessy, Natalie Fahey & Charlotte Snyder. [London] : SAGE, 2016. 1 online resource : illustrations (black and white, and colour). text rdacontent still image rdacontent computer rdamedia online resource rdacarrier SAGE knowledge. Cases Originally Published in: Tybout, A. M., Hennessy, J., Fahey, N., & Snyder, C. (2013). The Case of Synthroid (A): Marketing a Drug Coming Off Patent (case revised 09/05/2013). 5-312-506(A). Evanston, IL: Kellogg School of Management, Northwestern University. The case tells the story of Synthroid from its development in 1958 as the first synthetic thyroxine molecule to its competition against generic equivalents in 2004. The case introduces students to the pharmaceutical industry, its practices and some of the complexities of pricing and drug choice, with drug manufacturers, insurance companies, physicians, pharmacists and patients all playing a role. It also provides a primer on hypothyroidism, its symptoms and its treatment. Description based on online resource; title from home page (viewed on April 29, 2016). elektronické knihy fd186907 czenas electronic books eczenas Drugs Marketing Case studies. Marketing Management Case studies. Hennessy, Julie, author. Fahey, Natalie, author. Snyder, Charlotte, author. SAGE knowledge. Cases. SAGE knowledge https://sk.sagepub.com/cases/the-case-of-synthroid-a-marketing-a-drug-coming-off-patent Plný text SBC EB NEPOSILAT EB