Stefan Stremersch & Walter Van Dyck Marketing of the Life Sciences: A New Framework and Research Agenda for a Nascent Field Although marketing scholars often seek to contribute new knowledge that is applicable across industries‚ some industries have unique characteristics that require industry-specific knowledge development. The authors argue that this requirement applies to the life sciences industry‚ defined as companies in pharmaceuticals‚ biotechnology‚ and therapeutic medical devices. Marketers
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ThE ArT mArkET in 2012 A dialogue between East and West SOMMAIRE Editorial . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 5 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 6
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