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Keywords: Research and development
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–34.
Published: 14 October 2026
...Tarun Kumar Soni; Sanjeewani Sehgal; Divya Mehta Purpose This study investigates the relationship between marketing intensity (MI), research and development (R&D) intensity and firm performance (FP) in the pharmaceutical sector in India. Specifically, it explores R&D intensity, listing...
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–22.
Published: 02 July 2026
... Licensed re-use rights only Advertising intensity Research and development Sales Resource-based view Signaling theory Cubic specification John Wanamaker famously asserted over a century ago, “Half the money I spend on advertising is wasted; the trouble is I don't know which half...
