Kohyari Haghighat, K.

[ 1 ] - Marketing Innovation and Brand Performance of Superior Pharmaceutical Companies in 2017: A Descriptive Study

Background and Objectives: Lack of attention to marketing innovation for achieving competitive advantage leads to pharmaceutical brands performance decline. In this regard, the purpose of the present research was to determine the relationship between marketing innovation and market performance of pharmaceutical brands. Materials and Methods: In this descriptive study, statistical population in...