Ross‐Wooldridge, Barbara; Brown, Mark P.; Minsky, … - In: Corporate Communications: An International Journal 9 (2004) 2, pp. 159-167
serve unprofitable markets, and the pharmaceutical industry is used as an example. Halo marketing should allow firms to … garner increased positive firm image and/or increased brand equity from serving these markets, as opposed to the unavailable … applied to firms serving unprofitable markets. …