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Case Study
1.
Eli Lilly and Company: Prozac Print campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.505-508
Since its introduction in 1987, Prozac's sales had boomed, generating significant revenue for its manufacturer Eli Lilly and Company. But the success of this new type of antidepressant—a ...

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Paper
2.
The 'Social Contract' of Qualitative Research
Karin Wood, Advertising Research Foundation Workshops, Consumer Insights Workshop, October 2000
This paper uses a case study to explore the role research played in expanding the 'social contract' between a pharmaceutical company and its potential 'customers' In 1999, Eli Lilly and Company launch ...

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Paper
3.
Is the Purpose to Educate the Public or Sell a Product? The Contribution of Qualitative Research to the Development of a New Way of Communicating the Benefits of Prozac to its Target Audience
Julie Vandenbark and Karin Wood, ESOMAR, Qualitative Research, Athens, November 1999
This paper explores the role qualitative research played in expanding the 'social contract' between a pharmaceutical company and its potential 'customers'. Earlier this year, Eli Lilly and Company lau ...

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