Targeting the American market for medicines, ca. 1950s-1970s: ICI and Rhône-Poulenc compared.


The forces that have shaped American medicine include a wide set of interrelated changes, among them the changing research, development, and marketing practices of the pharmaceutical industry. This article compares the research and development (R&D) and marketing strategies of the British group Imperial Chemical Industries (ICI, whose Pharmaceutical… (More)
DOI: 10.1353/bhm.2014.0075

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