Subject Index
 

The sustained success of the PROPECIA Rally of New Zealand sponsorship has resulted in PROPECIA dominating the hair loss market in New Zealand. This is despite a number of challenges PROPECIA faces - ...

In 2002, GlaxoSmithKline was faced with the threat of losing almost $5 million dollars in sales when they had to discontinue Becotide/Becloforte, due to an international agreement to phase out CFC con ...

This case study describes a relaunch of Zyban, a prescription medicine to help smokers to give up. The campaign was designed to reverse the decline in the brand's fortunes which was due to competitiv ...

This campaign for a anti-high cholesterol brand required a quick launch to overcome consumer cynicism associated with the need to change brand. Other objectives were to communicate effectively with p ...