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Keywords: Pharmaceuticals
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Journal Articles
The marketing of pharmaceuticals: standardization or customization?
Available to Purchase
Journal of Marketing Practice: Applied Marketing Science (1995) 1 (3): 39–50.
Published: 01 September 1995
... on an examination of the characteristics of the pharmaceutical industry and the extent to which the marketing environment favours standardization. Presents empirical evidence of the extent to which marketing is standardized and suggests that the link between market characteristics and the degree of standardization...
