Promotion of Prescription Drugs and Its Impact on Physicians' Choice Behavior  

Oleh:

Petrova, Elina ; Srinivasan, Kannan ; Gonul, Fusun F. ; Carter, Franklin

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 65 no. 3 (2001), page 79-90.
Topik: DRUG; promotion; prescription drugs; physicians; behaviour

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

The authors investigate whether and how pricing and promotional activities influence prescription choice behaviour using a comprehensive panel of physicians and data on competitive price and promotional activities. The authors find that physicians are characterized by fairly limited price sensitivity, detailing and samples have a mostly informative effect on physicians, and physicians with a relatively large number of Medicare or health maintenance organization patients are less influenced by promotion than other physicians are.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali