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Strategies Used To Defend Pharmaceutical Brands From Generics, Dean C.H. Wilkie, Lester Johnson, Lesley White
Strategies Used To Defend Pharmaceutical Brands From Generics, Dean C.H. Wilkie, Lester Johnson, Lesley White
Lester Johnson
This research aims to provide an empirical comparison of the results of three brands' marketing defence strategies used in advance of generic brands entering the market. By reviewing the effectiveness of these strategies, this research looks to extend the research on marketing defence strategies into the importance of anticipating competitor launches.