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Direct-to-Consumer Advertising and Drug Therapy Compliance
Because of their arm's-length relationship with patients, pharmaceutical manufacturers have been interested in whether drug advertising can improve therapy compliance. Contrary to many industry surveys, the author finds that the impact is small in economic terms, the effect spills over to other brands, and, in certain cases, the effect may decrease average compliance rates.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM4205 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago: American Marketing Association 2005 |
|---|---|
| Edisi | Vol. 42, No. 3 (Aug., 2005), pp. 323-332 |
| Subjek | Consumer Perception of Medication Direct-to-Consumer Advertising Consumer Behavior in Healthcare Health Communication Influence of Ads on Medical Decisions |
| ISBN/ISSN | 0022-2437 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 10 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |