Strategies used to defend pharmaceutical brands from generics

Author： Wilkie Dean C.H.   Johnson Lester W.   White Lesley  

Publisher： Emerald Group Publishing Ltd

ISSN： 0309-0566

Source： European Journal of Marketing, Vol.46, Iss.9, 2012-09, pp. : 1195-1214

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Related content

Unbranding: threat to brands, opportunity for generics and store brands

By Mayer Peter   Vambery Robert G.  

Journal of Consumer Marketing, Vol. 30, Iss. 2, 2013-03 ,pp. : 140-149

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Restoring social legitimacy: discursive strategies used by a pharmaceutical industry leader

By Hasbani Marc   Breton Gaétan  

Society and Business Review, Vol. 8, Iss. 1, 2013-02 ,pp. : 71-89

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Exploring branding strategies of FMCG, services and durables brands: evidence from India

By Mann Bikram Jit Singh   Kaur Mandeep  

Journal of Product and Brand Management, Vol. 22, Iss. 1, 2013-02 ,pp. : 6-17

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Entrepreneurship, competitive strategies, and ascending global brands from Taiwan: lessons for emerging markets

By Yan Ho-Don  

International Journal of Business and Globalisation, Vol. 10, Iss. 3, 2013-03 ,pp. : 325-344

Inderscience Publishers

Access to resources Recommend Favorite

Positioning strategies of international and multicultural-oriented service brands

By Blankson Charles   Kalafatis Stavros P.  

Journal of Services Marketing, Vol. 21, Iss. 6, 2007-09 ,pp. : 435-450

Emerald Group Publishing Ltd

Access to resources Recommend Favorite