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Keywords: Corporate identity
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Journal Articles
International Journal of Pharmaceutical and Healthcare Marketing (2008) 2 (1): 63–75.
Published: 04 April 2008
... This paper is based on a field‐based case study. In‐depth interviews have been used for data collection with the CEO, marketing management and spokesperson. The case is presented in a chronological order and presents the move from a corporate identity based on monolithic approach to an endorsed corporate...
