Carter Tony
Business Administration Program, Wagner College, USA.
J Hosp Mark Public Relations. 2002;14(1):93-103. doi: 10.1300/J375v14n01_08.
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.
作为一家位列财富500强的大型企业以及制药行业重要药品的制造商，强生公司也曾遭遇过营销危机，其中包括1982年秋季泰诺恐慌这一经典案例，所以他们深知有效营销业绩和客户响应能力的必要性。本文将探讨强生公司如何适应高度多变的商业环境，以及如何以其为标杆制定极具竞争力的营销策略和做法。
