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Keywords: Grounded theory
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2001) 19 (5): 330–340.
Published: 01 September 2001
... also depend on successful commercial differentiation as a means of counteracting declining average margins. Presents the findings from a grounded theory study amongst retail pharmacists in Berlin and Brandenburg. Legal restrictions on manipulating the conventional marketing mix are discussed...
