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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
Call Number | Location | Available |
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JM6804 | PSB lt.dasar - Pascasarjana | 1 |
Penerbit | Chicago, IL: The American Marketing Association 2004 |
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Edisi | Vol. 68, No. 4, Oct., 2004 |
Subjek | Return on investment Pharmaceutical industry Statistical analysis Revenue Consumer advertising studies Advertising expenditures |
ISBN/ISSN | 0022-2429 |
Klasifikasi | NONE |
Deskripsi Fisik | 16 p. |
Info Detail Spesifik | Journal of Marketing |
Other Version/Related | Tidak tersedia versi lain |
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