Direct-to-Consumer Advertising of Prescription Drugs: A Strategic Analysis
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DOI: 10.1287/mksc.1080.0411
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- Mahabubur Rahman & M. Ángeles Rodríguez-Serrano & Mary Lambkin, 2019. "Advertising efficiency and profitability: Evidence from the pharmaceutical industry," Post-Print hal-02096913, HAL.
- Simon P. Anderson & Régis Renault, 2013.
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- S. Anderson & Régis Renault, 2012. "The advertising mix for a search good," Post-Print hal-02978391, HAL.
- Anderson, Simon & Renault, Régis, 2012. "The advertising mix for a search good," CEPR Discussion Papers 8756, C.E.P.R. Discussion Papers.
- Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
- Wilfred Amaldoss & Woochoel Shin, 2011. "Competing for Low-End Markets," Marketing Science, INFORMS, vol. 30(5), pages 776-788, September.
- Yu Wang & Ernan Haruvy, 2013. "Tiers in One-Sided Matching Markets: Theory and Experimental Investigation," Management Science, INFORMS, vol. 59(6), pages 1458-1477, June.
- Abhik Roy, 2022. "A dynamic model of price competition and promotion in prescription drug markets," Marketing Letters, Springer, vol. 33(4), pages 577-591, December.
- Tinglong Dai & Shubhranshu Singh, 2020. "Conspicuous by Its Absence: Diagnostic Expert Testing Under Uncertainty," Marketing Science, INFORMS, vol. 39(3), pages 540-563, May.
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- Stefan Stremersch & Vardit Landsman & Sriram Venkataraman, 2013. "The Relationship Between DTCA, Drug Requests, and Prescriptions: Uncovering Variation in Specialty and Space," Marketing Science, INFORMS, vol. 32(1), pages 89-110, June.
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Keywords
direct-to-consumer advertising; pharmaceutical marketing; experimental economics; game theory;All these keywords.
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