Return on investment implications for pharmaceutical promotional expenditures: The role of marketing-mix interactions
Abbreviated Journal Title
CONSUMER BRAND CHOICE; EMPIRICAL-ANALYSIS; MODELS; IMPACT; SALES; PRICE; Business
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 of Marketing
"Return on investment implications for pharmaceutical promotional expenditures: The role of marketing-mix interactions" (2004). Faculty Bibliography 2000s. 4604.