Return on Investment Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing-Mix Interactions
暂无分享,去创建一个
Sridhar Narayanan | Pradeep K. Chintagunta | Ramarao Desiraju | Ramarao Desiraju | Pradeep Chintagunta | Sridhar Narayanan
[1] L. Gary,et al. ABELL F. Dereck, Defining The Business. The Starting Point of Strategic Planning . USA, Prentice Hall, Englewood Cliffs, New Jersey, 1980. , 1996 .
[2] M. Wosinska,et al. Just What the Patient Ordered? Direct-to-Consumer Advertising and the Demand for Pharmaceutical Products , 2002 .
[3] G. Erickson,et al. Empirical analysis of closed-loop duopoly advertising strategies , 1992 .
[4] Robert C. Blattberg,et al. How Promotions Work , 1995 .
[5] Steven T. Berry. Estimation of a Model of Entry in the Airline Industry , 1992 .
[6] Pierre Azoulay,et al. Do Pharmaceutical Sales Respond to Scientific Evidence , 2002 .
[7] D. Clarke. Econometric Measurement of the Duration of Advertising Effect on Sales , 1976 .
[8] W. Newey,et al. A Simple, Positive Semi-Definite, Heteroskedasticity and Autocorrelationconsistent Covariance Matrix , 1986 .
[9] Y. Peles. Rates of Amortization of Advertising Expenditures , 1971, Journal of Political Economy.
[10] Jean-Jacques Lambin,et al. Optimal Allocation of Competitive Marketing Efforts: An Empirical Study , 1970 .
[11] David H. Reiley,et al. The Roles of Marketing, Product Quality and Price Competition in the Growth and Composition of the U.S. Anti-Ulcer Drug Industry , 1994 .
[12] Dan Horsky,et al. Market Share Response to Advertising: An Example of Theory Testing , 1977 .
[13] Steven T. Berry. Estimating Discrete-Choice Models of Product Differentiation , 1994 .
[14] J. Farley,et al. Determinants of Financial Performance: A Meta-Analysis , 1990 .
[15] K. Arrow,et al. OPTIMAL ADVERTISING POLICY UNDER DYNAMIC CONDITIONS , 1962 .
[16] D. Kessler,et al. Demand Effects of Recent Changes in Prescription Drug Promotion , 2003 .
[17] John D. C. Little,et al. Feature Article - Aggregate Advertising Models: The State of the Art , 1979, Oper. Res..
[18] David H. Reiley,et al. The Roles of Marketing, Product Quality and Price Competition in the Growth and Composition of the U.S. Anti-Ulcer Drug Industry , 1994 .
[19] CaponNoel,et al. Determinants of Financial Performance , 1990 .
[20] Mark J. Roberts,et al. An Empirical Analysis of Dynamic, Nonprice Competition in an Oligopolistic Industry , 1988 .
[21] J. Rizzo,et al. Advertising and Competition in the Ethical Pharmaceutical Industry: The Case of Antihypertensive Drugs* , 1999, The Journal of Law and Economics.
[22] D. McFadden,et al. MIXED MNL MODELS FOR DISCRETE RESPONSE , 2000 .
[23] Steven T. Berry,et al. Automobile Prices in Market Equilibrium , 1995 .
[24] Michael L. Ray,et al. Advertising–selling interactions: An attribution theory experiment. , 1977 .
[25] D. Wittink,et al. Building Models for Marketing Decisions , 2000 .
[26] Dominique M. Hanssens,et al. Modeling Marketing Interactions with Application to Salesforce Effectiveness , 1987 .
[27] M. GuadagniPeter,et al. A Logit Model of Brand Choice Calibrated on Scanner Data , 1983 .
[28] Katherine N. Lemon,et al. Developing Synergies between Promotions and Brands in Different Price-Quality Tiers , 2002 .
[29] Leonard J. Parsons,et al. Analysis of Sales Call Effectiveness , 1981 .
[30] R. Brodie,et al. Building models for marketing decisions , 2000 .
[31] M. Wosinska. Direct-to-Consumer Advertising and Drug Therapy Compliance , 2005 .
[32] Dick R. Wittink,et al. Empirical Generalizations About the Impact of Advertising on Price Sensitivity and Price , 1995 .
[33] Pradeep K. Chintagunta,et al. Strategic Pricing and Detailing Behavior in International Markets , 2005 .
[34] E. Berndt,et al. Demand Effects of Recent Changes in Prescription Drug Promotion , 2003 .
[35] Aviv Nevo. A Practitioner's Guide to Estimation of Random‐Coefficients Logit Models of Demand , 2000 .