haku: @indexterm Sales promotion / yhteensä: 268
viite: 5 / 268
| Tekijä: | Kremer, S.T.M. (et al.) |
| Otsikko: | Generalizations on the effectiveness of pharmaceutical promotional expenditures |
| Lehti: | International Journal of Research in Marketing
2008 : DEC, VOL. 25:4, p. 234-246 |
| Asiasana: | pharmaceutical industry marketing sales promotion effectiveness expenditure research |
| Kieli: | eng |
| Tiivistelmä: | A meta-analysis is performed to formulate generalizations on the effectiveness (hereafter as: effss.) of pharmaceutical promotional (here as: prmal.) instruments. Based on a literature search there is found 58 usable sources documenting 781 effects. Different direct-to-physician (DTP) and direct-to-consumer (DTC) instruments are explored. It is studied whether and how moderator variables influence prmal. effss. Pharmaceutical prmal. elasticities (here as: elsts.) are modest in size, differing among marketing instruments. In general, DTP elsts. are higher than DTC elsts. Yet, the relative effss. of DTP instruments depends on the disease category. Higher elsts. are found in studies including price as an independent variable. Lower elsts. are found in studies accounting for endogeneity. |
SCIMA