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Return on Investment Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing-Mix Interactions

Sridhar Narayanan, Ramarao Desiraju and Pradeep K. Chintagunta
Journal of Marketing
Vol. 68, No. 4 (Oct., 2004), pp. 90-105
Stable URL: http://www.jstor.org/stable/30162019
Page Count: 16
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Return on Investment Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing-Mix Interactions
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Abstract

The authors empirically explore the revenue impact of marketing-mix variables and their interactions. The findings include the following: pharmaceutical direct-to-consumer advertising and detailing (sales force) affect demand synergistically, detailing raises price elasticity, and detailing has a higher return on investment than does direct-to-consumer advertising. The authors also discuss other implications and provide future research directions.

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