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Case Study
1.
Wyeth: Liqui-Gels campaign
Judson Knight, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1839-1842
Through its Whitehall-Robins Healthcare subsidiary, American Home Products (AHP) had been producing an ibuprofen-based analgesic under the brand name Advil for 14 years when in August 1998 it introduc ...

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