Umbrella branding in pharmaceutical markets
Year of publication: |
2020
|
---|---|
Authors: | Suppliet, Moritz |
Published in: |
Journal of health economics. - Amsterdam [u.a.] : Elsevier, ISSN 0167-6296, ZDB-ID 625797-5. - Vol. 73.2020, p. 1-13
|
Subject: | Advertising spillovers | Competitive strategy | Pharmaceuticals | Umbrella branding | Pharmaindustrie | Pharmaceutical industry | Markenartikel | Brand | Arzneimittel | Markenführung | Brand management | Werbung | Advertising | Wettbewerbsstrategie | Spillover-Effekt | Spillover effect | Marketingmanagement | Marketing management | Arzneimittelmarkt | Pharmaceutical market | Markenarchitektur | Brand architecture | Produktqualität | Product quality |
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