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| Author, Analytic (01) | : | G÷nnl, Fnsun F.//Carter, Franklin//Petrova, Elina//Srinivasan, Kannan |
| Title, Analytic (04) | : | Promotion of prescription drugs and its impact on physicians' choice behavior |
| Medium Designator (05) | : | Mathematical modeling |
| Journal Title (10) | : | Journal of Marketing |
| Date of Publication (20) | : | 2001 |
| Volume ID (22) | : | 21650 |
| Location in Work (25) | : | 79-90 |
| Abstract (43) | : | The authors investigate whether and how pricing and promotional activities influence prescription choice behavior using a comprehensive panel of physicians and data on competitive price and promotional activities. The authors find that physicians are characterized by fairly limited price sensitivity, detailing and samples have a mostly informative effect on physicians, and physicians with a relatively large number of Medicare or health maintenance organization patients are less influenced by promotion than other physicians are. |
| Keywords (45) | : | *mathematical modeling/United States/sales representatives/drug samples/source of information/doctors/quality of prescribing/prescribing costs/EVALUATION OF PROMOTION: DETAILING/EVALUATION OF PROMOTION: SAMPLES/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS |
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