Positioning as strategic balance: The case of complementary and alternative medicine (CAM)

Marta Bicho, Ralitza Nikolaeva, Carmen Lages

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Original languageEnglish
    Title of host publicationMarketing challenges in a turbulent business environment
    Subtitle of host publicationProceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress
    EditorsMark D. Goza, Charles B. Ragland
    ISBN (Electronic)9783319194288
    ISBN (Print)9783319194271
    Publication statusPublished - 2016

    Publication series

    NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
    ISSN (Print)2363-6165
    ISSN (Electronic)2363-6173

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