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How promotion mix helps sustain brand sales during market transitions: insights from the pharmaceutical industry

Year: 2024

Type: article

Source: European Journal of Marketing

DOI: 10.1108/ejm-05-2023-0317

Authors: Malika Chaudhuri, Tanawat Hirunyawipada, Yue Pan

Institutions: Oakland University, University of Dayton

Language: English

Topic: Pharmaceutical Economics and Policy

Subfield: Economics and Econometrics

Field: Economics, Econometrics and Finance

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: closed

OpenAlex ID: W4403692167

FWCI: 0.356

Cites: 72

Cited by: 1

Related to: 10