Peter Howsam, VP Sales and Marketing BW USA

Howsam was with BW between 1970 and 1983

The interview looks at the company from the marketing viewpoint. Throughout there is comparison of BW practices with those of SmithKline French and Warner-Lambert.

Topics discussed include:

* general biography

* company structure in 1970

* corporate culture, particularly in light of a charity being the only shareholder.

* internal communication of information and communication between the research staff and the sales staff

* relationship with UK company and the differing practices between UK and USA

*detailed look at marketing/ marketing strategy within BW and the changes Howsam brought

* Dr Fred Wrigley

* over the counter medicines, specifically marketing strategies

* licensing

* issues of marketing within different countries and use of expatriate staff vs nationals * collaboration with Roche over Septrin/Septra

* George Hitching

* product management and planning

* Bill Sullivan

* advertising

* generic drugs

* Dr Warlock

Products discussed specifically: Septrin/Septra; Empirin and removal of phenacetin from the formula; Zovirax; Zyloprim; AZT [product name Retrovir]; Actifed and Sudafed; Linoxin

1 May 2001

2 audio tapes and transcript Tape 14

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