Titlebook: International Brand Management of Chinese Companies; Case Studies on the Sandra Bell Book 2008 Physica-Verlag Heidelberg 2008 Branding.Chi

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administered to a cancer patient, so as to obtain the highest efficacy while maintaining admissible toxicity. Thus, in oncology, early-phase trials for anticancer agents are also called “dose-finding” trials. For a chemotherapeutic or cytotoxic agent, classically, the OD is determined in the phase I

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iewers from Food and Drug Administration (FDA) review these documents and make a decision to approve or to reject this New Drug Application (NDA). If the new drug is approved, then Phase IV studies can be start978-1-4419-2115-4978-0-387-33706-7Series ISSN 1431-8776 Series E-ISSN 2197-5671

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Summary and future research,f Chinese global brand management. Type I includes companies that are highly independent form the Chinese government and have demonstrated a high quality in their brand management in US and WE markets. They prioritise long-term brand building as a key corporate goal and implement it by a coherent sy