Title

Return on investment implications for pharmaceutical promotional expenditures: The role of marketing-mix interactions

Authors

Authors

S. Narayanan; R. Desiraju;P. K. Chintagunta

Comments

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Abbreviated Journal Title

J. Mark.

Keywords

CONSUMER BRAND CHOICE; EMPIRICAL-ANALYSIS; MODELS; IMPACT; SALES; PRICE; Business

Abstract

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.

Journal Title

Journal of Marketing

Volume

68

Issue/Number

4

Publication Date

1-1-2004

Document Type

Article

Language

English

First Page

90

Last Page

105

WOS Identifier

WOS:000224540200008

ISSN

0022-2429

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