title: What can Johnson & Johnson do to remain a giant in the health care industry?
abstract: As a major Fortune 500 corporation and manufacturer of significant drug products for the pharmaceutical industry, Johnson & Johnson has also had its share of marketing crisis, including the classic case example of The Tylenol Scare in Fall, 1982, so they can appreciate the need for effective marketing performance and customer responsiveness. This article will examine how Johnson & Johnson has adapted to a highly volatile business environment and how they can be benchmarked for highly competitive marketing strategies and practices.
authors.affiliation: Business Administration Program, Wagner College, USA.
authors.forename: Tony
authors.initials: T
authors.lastname: Carter
mesh_terms: D003258:Consumer Behavior; D004345:Drug Industry / Q000191:economics / Q000458:organization & administration*; D004465:Economic Competition; D004864:Equipment and Supplies / Q000600:supply & distribution; D019981:Health Care Sector; D038622:Internationality; D040541:Marketing / Q000379:methods*; D019982:Organizational Case Studies; D009936:Organizational Innovation; D004364:Pharmaceutical Preparations / Q000600:supply & distribution; D014481:United States
chemical_list: D004364:Pharmaceutical Preparations