search query: @indexterm new products / total: 1069
reference: 47 / 1069
| Author: | Stremersch, S. |
| Title: | Health and marketing: The emergence of a new field of research |
| Journal: | International Journal of Research in Marketing
2008 : DEC, VOL. 25:4, p. 229-233 |
| Index terms: | marketing brands health pharmaceutical industry bio-technology new products research models |
| Language: | eng |
| Abstract: | This introduction presents the contents of this Special issue on marketing and health. The article contents is the following: "Generalizations on the effectiveness of pharmaceutical promotional expenditures" by S.T.M. Kremer (et al.) ; "Can branded drugs benefit from generic entry? The role of detailing and price in switching to non-bioequivalent molecules" by J. Gonzalez (et al.) ; "Counting chickens before the eggs hatch: Associating new product development portfolios with shareholder expectations in the pharmaceutical sector" by R. Grewal (et al.) ; "Licensing exchange - Insights from the biopharmaceutical industry" by S. Wuyts and S. Dutta ; "A dual-market diffusion model for a new prescription pharmaceutical" by D. Vakratsas and C. Kolsarici ; "Timely access to health care: Customer-focused resource allocation in a hospital network" by R. Govind, R. Chatterjee and V. Mittal ; "What can grocery basket data tell us about health consciousness?" by A. Prasad, A. Strijnev and Q. Zhang ; "The effect of information about health hazards on demand for frequently purchased commodities" by A. Heiman and O. Lowengart ; "Risk perception and risk avoidance: The role of cultural identity and personal relevance" by S.W. Carvalho (et al.) ; "Is 1/10 > 10/100? The effect of denominator salience on perceptions of base rates of health risk" by P. Raghubir ; "Enhancing breast cancer communications: A cultural models approach" by F.K. Barg and S.A. Grier. |
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