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Best Practice Database
Sales and Marketing » Marketing Management » Designing Marketing Strategies » Lifecycle Management
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This case study reviews the strategy and tactics utilized by GlaxoSmithKline for the Parkinson's indicated product, Requip/Adartrel, to manage the life and commercial success of the brand through re-branding for treatment of Restless Leg Syndrome (RLS). Executives and managers can use this research to gain insights into methods for reinvigorating sales of a mature product.
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