Direct-to-Consumer Advertising of Prescription Drugs: A Strategic Analysis
Author:
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Subject
Marketing,Business and International Management
Link
https://pubsonline.informs.org/doi/pdf/10.1287/mksc.1080.0411
Reference39 articles.
1. Collaborative Product and Market Development: Theoretical Implications and Experimental Evidence
2. Modelling imperfectly appropriable R&D via spillovers
3. Examination of the Relationship between Direct-to-Consumer Advertising Expenditure and Price
4. Generic and Brand Advertising Strategies in a Dynamic Duopoly
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