Strategies used to defend pharmaceutical brands from generics
Dean C. H. Wilkie; Lester W. Johnson; Lesley White
| Year of publication: |
2012
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|---|---|
| Authors: | Wilkie, Dean C. H. ; Johnson, Lester W. ; White, Lesley |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 46.2012, 9, p. 1195-1214
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| Subject: | Arzneimittel | Pharmaceuticals | Markenartikel | Brand | Generika | Generic drugs | Marketingmanagement | Marketing management | Wettbewerbsstrategie | Competitive strategy | Markteintritt | Market entry | Marktanteil | Market share |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009661664