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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
... ; Aronsson et al., 2001). Due to the size of this threat, branded pharmaceutical products need to better understand what marketing defence strategies are the most effective at limiting the impact of generic brands. The main purpose of a marketing defence strategy is to effectively align...
