Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry
AbstractThis paper argues that the pharmaceutical industry represents an exciting opportunity to carry out academic research. The nature of the industry allows researchers to answer new questions, develop new methodologies for answering these questions as well as to apply existing methodology to new data. The paper opens with some industry background, then provides a brief overview of some important research areas and discusses the open questions in each area. Issues of data type and availability are also discussed. Copyright Springer Science + Business Media, Inc. 2005
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Bibliographic InfoArticle provided by Springer in its journal Marketing Letters.
Volume (Year): 16 (2005)
Issue (Month): 3 (December)
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Web page: http://www.springerlink.com/link.asp?id=100312
pharmaceutical marketing; patient compliance; response models; new products; physician networks; pharmaceutical pricing;
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