Detailing vs. direct-to-consumer advertising in the prescription pharmaceutical industry

Management Science

Volumn 56, Issue 1, 2010, Pages 148-160

  Bala, Ram ^a   Bhardwaj, Pradeep ^b  

^a INDIAN SCHOOL OF BUSINESS   (India)

^b UNIVERSITY OF BRITISH COLUMBIA   (Canada)

Author keywords

Detailing; Game theory; Pharmaceutical marketing

Indexed keywords

COMPETING FIRMS; COMPETITIVE ENVIRONMENT; DIFFERENT EFFECTS; END CUSTOMERS; FOOD AND DRUG ADMINISTRATION; GAME-THEORETIC MODEL; KEY LINKS; MARKET SHARE; PATIENT INTERACTION; PHARMACEUTICAL FIRMS; PHARMACEUTICAL INDUSTRY; PHARMACEUTICAL MARKET; PHARMACEUTICAL MARKETING; SALES REPRESENTATIVES;

COMMERCE; COMPETITION; DRUG PRODUCTS PLANTS; GAME THEORY; SALES;

DRUG PRODUCTS;

EID: 74849136928     PISSN: 00251909     EISSN: 15265501     Source Type: Journal    
DOI: 10.1287/mnsc.1090.1074     Document Type: Article

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