Browsing Faculty of Management Projects (Master's) by Subject "Pharmaceutical industry"

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Pharmaceutical brand marriages : an exploration of relationships of older consumers with their pharmaceutical brands

Evashkevich, Terry Ross; University of Lethbridge. Faculty of Management (Lethbridge, AB : University of Lethbridge, Faculty of Management, 2006Management, 2006)

This article explores seniors’ (those aged 55 plus) pharmaceutical brand marriages. This age group will soon make up a quarter of Canada’s population. They are wealthy and active consumers who create and maintain brand ...