Marques de médicaments: quelles stratégies face au développement des génériques ?

Widiane Ferchakhi ()
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Widiane Ferchakhi: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Keywords: Marques; stratégies; extensions des marques; médicaments génériques; Marketing (search for similar items in EconPapers)
Date: 2012-03-15
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Published in 2012

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00743552

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