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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 |
|---|---|---|
| JM6804 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: The American Marketing Association 2004 |
|---|---|
| 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 |
| Lampiran Berkas |