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Merck's Pepsi Generation

Executive Summary

Merck has always focused on the scientific message-Merck's marketing has never been as aggressive as Pfizer Inc.'s for example. But things are changing. In October 1995, Gilmartin hired Don Holtsworth out of Pepsi as SVP of worldwide human health marketing, replacing Per Wold-Olsen, who now runs Merck's Human Health Europe.

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