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Return on Investment Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing-Mix Interactions

Narayanan, Sridhar - ; Chintagunta, Pradeep K. - ; Desiraju, Ramarao - ;

The authors empirically explore the revenue impact of marketing-mix variables and their interactions. The findings include the following: pharmaceutical direct-to-consumer advertising and detailing (sales force) affect demand synergistically, detailing raises price elasticity, and detailing has a higher return on investment than does direct-to-consumer advertising. The authors also discuss other implications and provide future research directions. Hardcopy


Ketersediaan

Call NumberLocationAvailable
JM6804PSB lt.dasar - Pascasarjana1
PenerbitChicago, IL: The American Marketing Association 2004
EdisiVol. 68, No. 4, Oct., 2004
SubjekReturn on investment
Pharmaceutical industry
Statistical analysis
Revenue
Consumer advertising
studies
Advertising expenditures
ISBN/ISSN0022-2429
KlasifikasiNONE
Deskripsi Fisik16 p.
Info Detail SpesifikJournal of Marketing
Other Version/RelatedTidak tersedia versi lain
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