The effectiveness of pharmaceutical marketing

The effectiveness of pharmaceutical marketing

"Pharmaceutical marketing effectiveness comprises the measurement of marketing efforts of pharmaceutical firms towards doctors and patients. These firms spend billions of dollars yearly to promote their prescription drugs. This dissertation provides empirical analyses and methods to contribute...

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Bibliographic Details
Main Author: Kappe, Eelco Roel 1984- (Author)
Corporate Author: Erasmus Research Institute of Management
Other Authors: Stremersch, Stefan (promotor.)
Format: Book
Language:English
Published: Rotterdam Erasmus Research Institute of Management, Erasmus University Rotterdam 2011.
Series:ERIM PhD. series research in management 239
Subjects:
Pharmaceutical industry > Marketing.
Online Access:click here to access