00000nam a2200000 i 4500 UP-8027390931311823475 Buklod 20250411105940.0 m|||||o||d|||||||| cr ||||||||||| 250407s2011 xx a b ||| u eng 9789058922830 UPVT-00020034302 OCLC UPTC rda eng HD 9665.5 K37 2011 Kappe, Eelco Roel 1984- author. The effectiveness of pharmaceutical marketing Eelco Roel Kappe ; S. Stremersch, promotor. Rotterdam Erasmus Research Institute of Management, Erasmus University Rotterdam 2011. v, 153 pages illustrations 24 cm. text rdacontent unmediated rdamedia volume rdacarrier ERIM PhD. series research in management 1568-1726 239 Summaries in English and Dutch. Includes bibliographical references. "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 to several substantial problems on pharmaceutical marketing effectiveness. Using unique data in every essay, it studies the role of the firm, sales rep and doctor in pharmaceutical marketing. The first essay evaluates the size of the sales force and the allocation of sales calls among doctors. In particular, it provides a method to gauge a yet-to-be-enacted firm-initiated policy shift. The second essay studies the effectiveness of the information content provided in sales calls. The main questions evolve around the discussion of positively biased drug information and the responsiveness of doctors to that. In the third essay, the interplay between drug sales, marketing and scientific reviews is studied in detail."--publisher. Pharmaceutical industry Marketing. Stremersch, Stefan promotor. Erasmus Research Institute of Management. Book click here to access https://repub.eur.nl/pub/23610 FO UPTAC UPTAC HD 9665.5 K37 2011 Book