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
ISSN
0022-2429
Recommended Citation
Narayanan, Sridhar; Desiraju, Ramarao; and Chintagunta, Pradeep K., "Return on investment implications for pharmaceutical promotional expenditures: The role of marketing-mix interactions" (2004). Faculty Bibliography 2000s. 4604.
https://stars.library.ucf.edu/facultybib2000/4604
Comments
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