Word: needham
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Brand lives in Needham, Mass., so the new job will shorten his commute, as well...
...successful in this market, a company must first be considered core, a catch-all term for unbridled living of the extreme- sports go-for-it ethos. "To be perceived as core is alternative-marketing gold," says James Palczynski, vice president and analyst at Needham & Co. If you are selling skatewear, then you had better be a skate rat, and your company had better sponsor a team of top skateboarders. But core is more than an aggressive, participatory attitude. It's also a vibe, a quasi-mystical, anti-Establishment subtext that has to permeate a firm and come across in marketing...
Tell that to Dr. Philip Needham, father of the cox-2 inhibitor, who calls the white paper Palmer presented to the FDA panel "a predictable effort to protect their drug." If you want evidence that Celebrex works, he says, just ask the 13,000 arthritis patients who took part in its trial. "We're getting letters saying, 'Please don't take us off,'" Needham says. And the side effects? Pretty close to placebo levels...
Does this spell the end of the humble aspirin? Not likely. Cox-1, which aspirin blocks, causes the blood clots that can lead to heart disease. Needham thinks many of us will end up popping a baby aspirin every day for our tickers and taking cox-2 inhibitors for big jobs like toothache and back pain. Sounds painless enough...
...Needham, Mass., native also carried the Crimson for much of the Regional, going 9-for-17 with five runs scored...