Innovative marketing strategies after patent expiry: The case of GSK’s antibiotic Clamoxyl in France
نویسنده
چکیده
is Assistant Professor of Marketing at INSEAD, where he teaches brand management to MBAs and executives. His area of expertise is in brand management and in consumer behaviour for low-involvement products, with applications in the areas of sales promotions and point-of-purchase marketing. He has published articles and books on these topics in leading academic journals, including the Journal of Marketing Research and the Journal of Marketing.
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تاریخ انتشار 2003