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Keywords: Pharmaceutical products
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (9): 1195–1214.
Published: 14 September 2012
... 2012 Brand management Marketing strategy Pharmaceutical products Pricing Generics Competitive strategy Premier brands The proliferation and market share growth of generic brands continues to be a threat to any pharmaceutical brand which has lost or about to lose the benefits...
