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|
in Journal of marketing research : JMR Vol. 47, No. 1 (2010), p. 103-121
|Type of Publication:||Article|
primary demand effects