ROI Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing Mix Interactions
نویسندگان
چکیده
The authors empirically explore the revenue impact of marketing mix variables and their interactions. The findings include: pharmaceutical direct to consumer advertising (DTC) and detailing (sales force) affect demand synergistically; detailing raises price elasticity; and, detailing has a higher ROI than DTC. Other implications and future research directions are discussed.
منابع مشابه
The Cost of Pushing Pills: A New Estimate of Pharmaceutical Promotion Expenditures in the United States
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