The dramatic breakdown of the market orientation concept in the pharmaceutical industry : lessons from Vioxx
Stephen Jasper, Mark A.A.M. Leenders and Tim O'Shannassy
| Year of publication: |
2019
|
|---|---|
| Authors: | Jasper, Stephen ; Leenders, Mark A. A. M. ; O'Shannassy, Timothy |
| Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 27.2019, 3, p. 227-247
|
| Subject: | innovation | market orientation | New product development | product management | Produktentwicklung | Pharmaindustrie | Pharmaceutical industry | Marketingmanagement | Marketing management | Innovation | Innovationsmanagement | Innovation management | Produktmanagement | Product management | Beziehungsmarketing | Relationship marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0965254X.2017.1384752 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012202455