@book{Heiman2016, author = {Heiman, Amir and Zilberman, David}, doi = {10.1142/10170}, journal = {World Scientific-Now Publishers Series in Business}, month = {jun}, title = {Marketing for Economists and Life Scientists: Viewing Marketing Tools as Informative and Risk Reduction/Demand Enhancing}, url = {https://oadoi.org/10.1142/10170}, year = {2016} }