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| Author: | Pitt, L. Nel, D. |
| Title: | Pharmaceutical promotion tools - their relative importance. |
| Journal: | European Journal of Marketing
1988 : VOL. 22:5, p. 7-14 |
| Index terms: | PHARMACEUTICAL INDUSTRY MARKETING MARKET RESEARCH |
| Language: | eng |
| Abstract: | The pharmaceutical market is discussed. An investigation is described of the perceptions of general practitioners concerning the extent to which their decisions to prescribe scheduled pharmaceutical products are influenced by some of the promotion tools available to marketers. The buying decision process is described. The general market situation is examined. Research methodology is summarized, the sample is outlined. Factors influencing product prescription decisions are listed and evaluated using the results of a questionnaire study. Relative influences are analyzed by gender of respondents. Managerial implications and recommendations for further research are summarized. |
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