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Patient- or Physician-Oriented Marketing: What Drives Primary Demand for Prescription Drugs?

The authors analyze primary demand effects of marketing efforts directed at the physician (detailing and professional journal advertising) versus marketing efforts directed at the patient (direct-to-consumer advertising). The analysis covers 86 categories, or approximately 85% of the U.S.... Full description

1st Person: Fischer, Marc
Additional Persons: Albers, Sönke verfasserin
Source: in Journal of marketing research : JMR Vol. 47, No. 1 (2010), p. 103-121
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Type of Publication: Article
Language: English
Published: 2010
Keywords: research-article
primary demand effects
marketing-mix effects
econometric models
pharmaceutical marketing
Online: Volltext
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