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Responsiveness of Physician Prescription Behavior to Salesforce Effort: An Individual Level Analysis

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Author Info

  • Puneet Manchanda

    ()

  • Pradeep K. Chintagunta

    ()

Abstract

Firms in many industries, e.g., pharmaceuticals, spend a significant amount of marketing dollars on salesforce effort. However, there exists very little research examining customer response to salesforce effort at the disaggregate level.

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File URL: http://journals.kluweronline.com/issn/0923-0645/contents
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Bibliographic Info

Article provided by Springer in its journal Marketing Letters.

Volume (Year): 15 (2004)
Issue (Month): 2_3 (07)
Pages: 129-145
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:kap:mktlet:v:15:y:2004:i:2_3:p:129-145

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Web page: http://www.springerlink.com/link.asp?id=100312

For corrections or technical questions regarding this item, or to correct its listing, contact: (Guenther Eichhorn) or (Christopher F. Baum).

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Cited by:
  1. Venkataraman, S. & Stremersch, S., 2007. "The Debate on Influencing Doctors’ Decisions: Are Drug Characteristics the Missing Link?," Research Paper ERS-2007-056-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
  2. Puneet Manchanda & Dick Wittink & Andrew Ching & Paris Cleanthous & Min Ding & Xiaojing Dong & Peter Leeflang & Sanjog Misra & Natalie Mizik & Sridhar Narayanan & Thomas Steenburgh & Jaap Wieringa & M, 2005. "Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry," Marketing Letters, Springer, vol. 16(3), pages 293-308, December.

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