Background Pharmaceutical companies spent $57.5 billion on pharmaceutical promotion in
the United States in 2004. The industry claims that promotion provides scientific and …

Background The successful diffusion of new drugs is crucial for both pharmaceutical
companies and patients—and of wider stakeholder concern, including for the funding of …

Sales response models are widely used as the basis for optimizing the marketing mix.
Response models condition on the observed marketing-mix variables and focus on the …

This study aims to investigate the antecedents and consequences of relationship quality in
the Jordanian pharmaceutical industry. A convenience sampling technique was used to …

The authors investigate the changing role of marketing communication over the life cycle of
a new product category. They postulate two effects of marketing communication on …

New product launches are often accompanied by extensive marketing communication
campaigns. Firms' allocation decisions for these marketing communication expenditures …

Although marketing scholars often seek to contribute new knowledge that is applicable
across industries, some industries have unique characteristics that require industry-specific …

The release of clarified Food and Drug Administration (FDA) guidelines and independent
changes in consumer behavior provide an opportunity to study the effects of direct-to …

Marketing resource allocation has been a topic of intense scrutiny, yet the literature on the
topic has not paid adequate attention to the fact that the effectiveness of marketing-mix …

The US pharmaceutical industry spent upwards of $18 billion on marketing drugs in 2005;
detailing and drug sampling activities accounted for the bulk of this spending. To stay …