Healthy Skepticism Library item: 19389

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Manchanda P, Chintagunta P
Responsiveness of physician prescription behaviour to salesforce effort: an individual level analysis
Market Lett 2004 July; 15:(2):129-145
http://ideas.repec.org/a/kap/mktlet/v15y2004i2_3p129-145.html

Abstract:

Firms in many industries, e.g., pharmaceuticals, spend a significant amount of marketing dollars on salesforce effort. However, there exists very little research examining customer response to salesforce effort at the disaggregate level.