Rx for brand consistency. should pharmaceutical marketers send different messages to physician and consumer audiences?

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2 Scopus citations

Original language	English
Pages (from-to)	380-393
Number of pages	14
Journal	Journal of Advertising Research
Volume	51
Issue number	2
DOIs	https://doi.org/10.2501/JAR-51-2-380-393
State	Published - 2011

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@article{da32ad1c63574146b3bef74df8be418b,

title = "Rx for brand consistency. should pharmaceutical marketers send different messages to physician and consumer audiences?",

author = "Kim Saxton",

year = "2011",

doi = "10.2501/JAR-51-2-380-393",

language = "English",

volume = "51",

pages = "380--393",

journal = "Journal of Advertising Research",

issn = "0021-8499",