Browsing by Subject "Pharmaceutical"
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Item Social media marketing : a new era in the pharmaceutical industry(2009-12) Taylor, Rhonda Nancy; Mackert, Michael; Love, BradThis paper seeks to understand how social media can be employed by pharmaceutical brands as an integral component of the marketing mix. Novo Nordisk will be used as an example to demonstrate the unsuccessful use of social media marketing. Similarly, Johnson & Johnson, Sanofi-Aventis and Bayer Didget will be used as examples to demonstrate the successful use of social media marketing. The framework necessary in the construction of a successful social media marketing campaign will be discussed, with each component receiving individual attention. This framework will be implemented in a hypothetical campaign for the pharmaceutical brand, Vytorin, to demonstrate the process.Item The business of medical marijuana : a photo essay, Santa Cruz, CA(2011-05) Mueller, Larissa Nicole; Darling, Dennis Carlyle; Garrison, AndrewThis report is a photo essay exploring the businesses, nonprofits, collectives, and consumer flow of medical marijuana in Santa Cruz County. Santa Cruz is home to the first nonprofit medical marijuana collective in the United States, the Wo/Manís Alliance for Medical Marijuana. Though medical marijuana is illegal under federal law, President Barack Obama gave leeway to individual states and counties in 2009 to legislate the issue. Medical marijuana is decriminalized in Santa Cruz, which has given rise to a variety of businesses involved in the production and distribution of cannabis: collectives, dispensaries, cannabis testing facilities, and nonprofits. This photo essay visits a spectrum of these businesses to provide insight and visual exploration of the face of decriminalized medical cannabis in Santa Cruz County today.