21. Discuss how a small biotechnology fi rm could infl uence the reference group infrastructure and the

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21. Discuss how a small biotechnology fi rm could infl uence the reference group infrastructure and the lead users to accelerate adoption of its products in the market.

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Consumer Behavior Building Marketing Strategy

ISBN: 9780073381107

11th Edition

Authors: Delbert Hawkins, David L Mothersbaugh, Roger Best

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