The challenge of pharmaceutical brand architecture: A...

The Marketing Review 2012 / 12 Vol. 12; Iss. 3

The challenge of pharmaceutical brand architecture: A theoretical analysis based on the Brand Architecture Model (B.A.M.)

Kanitz, Christopher, Burmann, Christoph
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Volume:
12
Language:
english
Journal:
The Marketing Review
DOI:
10.1362/146934712x13420906885520
Date:
December, 2012
File:
PDF, 110 KB
english, 2012
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