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How different is Branding in the pharmaceutical industry versus Fast Moving Consumer Goods?

Bibliographic reference Schuiling, Isabelle ; Moss, Giles. How different is Branding in the pharmaceutical industry versus Fast Moving Consumer Goods?. In: Journal of Brand Management, Vol. 11, no. 5, p. 366-380 (2008)
Permanent URL http://hdl.handle.net/2078/18159