The Rx to OTC switch — creating the climate for change

Gary Lyon
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Gary Lyon: Evidence Based Marketing

Chapter Chapter 3 in Brand Medicine, 2001, pp 47-59 from Palgrave Macmillan

Abstract: Abstract WordPerfect was the world’s favourite word processing program.

Keywords: Trade Mark; Hockey Stick; Switch Brand; Pattern Hair Loss; Male Pattern Hair Loss (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-52251-0_4

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DOI: 10.1057/9780230522510_4

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