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Journal of Strategic Marketing Volume 27, 2019 - Issue 1
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Original Articles

Between saying and doing is the ocean: an empirical exploration of the gap between strategic marketing plans and their implementation in the life sciences industry

Brian D. SmithHertfordshire Business School, University of Hertfordshire, Hertfordshire, UKCorrespondence[email protected] [email protected]
Pages 38-49 | Received 24 Jan 2017, Accepted 02 Jun 2017, Published online: 02 Oct 2017

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