Innovative marketing strategies after patent expiry : The case of GSK ’ s antibiotic Clamoxyl in France

@inproceedings{Chandon2003InnovativeMS,
  title={Innovative marketing strategies after patent expiry : The case of GSK ’ s antibiotic Clamoxyl in France},
  author={Pierre Chandon},
  year={2003}
}
is Assistant Professor of Marketing at INSEAD, where he teaches brand management to MBAs and executives. His area of expertise is in brand management and in consumer behaviour for low-involvement products, with applications in the areas of sales promotions and point-of-purchase marketing. He has published articles and books on these topics in leading academic journals, including the Journal of Marketing Research and the Journal of Marketing.