Abstract

Get full access to this article
View all access options for this article.
References
1.
Corstjens
M.
(1991 ) Marketing Strategies in the Pharmaceutical Industry , London , Chapman & Hall .
2.
Copeland
T. E.
Keenan
P. T.
(1998 ) ‘Making options real’ The McKinsey Quarterly , No. 3, pp. 129 –141 .
3.
Mintzberg
H.
(1994 ) The Rise and Fall of Strategic Planning , New York, NY , The Free Press .
