Litigation
Jul. 10, 2006
Merck Feared $437 Million In Lost Sales
LOS ANGELES - Merck & Co. anticipated it could lose nearly a fifth of a projected $2.5 billion in Vioxx sales if its marketing campaign failed to neutralize consumer concerns about cardiovascular risk associated with its once-popular painkiller, a marketing expert testified.
Daily Journal Staff Writer
LOS ANGELES - Merck & Co. anticipated it could lose nearly a fifth of a projected $2.5 billion in Vioxx sales if its marketing campaign failed to neutralize consumer concerns about cardiovascular risk associated with its once-popular painkiller, a marketing expert testified.
Cornelia Pechmann, a professor of marketing at the University of California, ...
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