Rethinking the pharmaceutical marketing model
04 Feb 2005 | by John Singer
Should pharmaceutical companies re-evaluate their consumer marketing strategies?
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A critical analysis of methods of valuing brands and brand equity
15 Feb 2005 | by Dr RK Srivastava
Despite extensive research on branding and brand equity in recent years, relatively little has been published on brand equity measurement. Dr. R.K. Srivastava, Emeritus Professor at Bombay University, discusses this key managerial issue.
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