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Generates Buzz, But What About Sales?
 Guerrilla marketing has been known to close down a whole city (Boston) and thereby draw tremendous media attention to the brand being promoted. But is this a tactic that is appropriate for pharmaceutcal products?Apparently, the drug industry (Ie, McNeil) is experimenting with a gentler, less aggressive form of guerilla marketing and once again Boston is a primary target! The ads have drawn a lot of attention in the Pharma Blogosphere, but questions remain, including:
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PMN74-03
Issue: Vol. 7, No. 4: April 2008
Word Count: 1735
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