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BARBARA LOKEN is Assistant Professor of Marketing and IVAN Ross is Professor of Marketing, both in the School of Management, University of Minnesota, Minneapolis, Minnesota 55455. RONALD L. HINKLE is founder of Market Metrics, 3615 15th Avenue South, Minneapolis, Minnesota 55407. This research was supported in part by a grant from the School of Management,(More)
For two decades, 25% of the veterans who served in the 1991 Gulf War (GW) have been living with Gulf War Illness (GWI), a chronic multisymptom illness. Evidence suggests that brain structures involved in cognitive function may be affected in GWI. Gulf War agents such as the acetylcholinesterase (AChE) inhibitor pyridostigmine bromide (PB) and the pesticide(More)
The distribution of written, patient-oriented information with most prescription drugs is a likely reality of the 1980s. This article briefly reviews the events leading up to today's patient package insert (PPI) momentum. More importantly, the article summarizes and clarifies the diversity of PPI goals, the difficulties of formulating and obtaining success(More)
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