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Keywords: Standards
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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
...Gerard Doherty; Christine T. Ennew Discusses the relative merits of standardized and customized marketing strategies for organizations operating in international markets. Suggests that the suitability of either strategy is heavily dependent on market and environmental conditions. Reports...
