Journal of Medical Marketing - Abstract of article: Guest Editorial: Defending value and maximising profitability of innovative pharmaceuticals over their entire life cycles

Journal of Medical Marketing (2003) 3, 195–197; doi:10.1057/palgrave.jmm.5040119

Guest Editorial: Defending value and maximising profitability of innovative pharmaceuticals over their entire life cycles

Lindsay Bruce

Email: lindsayjbruce@aol.com

Palgrave Macmillan Journals

Palgrave Macmillan Books

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