Why the Shift? Taking a Closer Look at the Growing Interest in Niche Markets and Personalized Medicine

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Why the Shift? Taking a Closer Look at the Growing Interest in Niche Markets and Personalized Medicine

Shannon Gibson, Hamid R. Raziee and Trudo Lemmens

http://onlinelibrary.wiley.com/doi/10.1002/wmh3.131/abstract