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

Marta Bicho; Ralitza Nikolaeva; Carmen Lages

doi:10.1007/978-3-319-19428-8_41

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 proceeding › Conference contribution

Original language	English
Title of host publication	Marketing challenges in a turbulent business environment
Subtitle of host publication	Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress
Editors	Mark D. Goza, Charles B. Ragland
Publisher	Springer
Pages	141-147
ISBN (Electronic)	9783319194288
ISBN (Print)	9783319194271
DOIs	https://doi.org/10.1007/978-3-319-19428-8_41
Publication status	Published - 2016

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Publisher	Springer
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

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Bicho, M., Nikolaeva, R., & Lages, C. (2016). Positioning as strategic balance: The case of complementary and alternative medicine (CAM). In M. D. Goza, & C. B. Ragland (Eds.), Marketing challenges in a turbulent business environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress (pp. 141-147). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer. https://doi.org/10.1007/978-3-319-19428-8_41

Bicho, Marta ; Nikolaeva, Ralitza ; Lages, Carmen. / Positioning as strategic balance : The case of complementary and alternative medicine (CAM). Marketing challenges in a turbulent business environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress. editor / Mark D. Goza ; Charles B. Ragland. Springer, 2016. pp. 141-147 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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Bicho, M, Nikolaeva, R & Lages, C 2016, Positioning as strategic balance: The case of complementary and alternative medicine (CAM). in MD Goza & CB Ragland (eds), Marketing challenges in a turbulent business environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, pp. 141-147. https://doi.org/10.1007/978-3-319-19428-8_41

Positioning as strategic balance: The case of complementary and alternative medicine (CAM). / Bicho, Marta; Nikolaeva, Ralitza; Lages, Carmen.
Marketing challenges in a turbulent business environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress. ed. / Mark D. Goza; Charles B. Ragland. Springer, 2016. p. 141-147 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

TY - GEN

T1 - Positioning as strategic balance

T2 - The case of complementary and alternative medicine (CAM)

AU - Bicho, Marta

AU - Nikolaeva, Ralitza

AU - Lages, Carmen

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M3 - Conference contribution

SN - 9783319194271

T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

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EP - 147

BT - Marketing challenges in a turbulent business environment

A2 - Goza, Mark D.

A2 - Ragland, Charles B.

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Bicho M, Nikolaeva R, Lages C. Positioning as strategic balance: The case of complementary and alternative medicine (CAM). In Goza MD, Ragland CB, editors, Marketing challenges in a turbulent business environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress. Springer. 2016. p. 141-147. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-19428-8_41