Eli Lilly & Company manufactures a broad line of pharmaceuticals with strong brand positions in the marketplace.

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Eli Lilly & Company manufactures a broad line of pharmaceuticals with strong brand positions in the marketplace. Lilly is also a manufacturer of generic drug products. Is this combination branding strategy a logical one? If so, why?

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Strategic Marketing

ISBN: 978-0078028908

10th edition

Authors: Nigel Piercy and David Cravens

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Question Posted: Jul 30, 2015 03:03 AM

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Eli Lilly & Company manufactures a broad line of pharmaceuticals with strong brand positions in the marketplace.

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This is a sound strategy for two main reasons There has been a big increase in demand for generic dr...View the full answer

Strategic Marketing

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