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Keywords: Prescription drug
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Journal Articles
How promotion mix helps sustain brand sales during market transitions: insights from the pharmaceutical industry
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (11): 2508–2538.
Published: 25 October 2024
...Malika Chaudhuri; Tanawat Hirunyawipada; Yue Pan Purpose Pharmaceutical marketers use detailing, sampling and direct-to-consumer advertising (DTCA) to promote a branded prescription drug (brand drug) to health-care professionals and consumers. These promotion mix elements help raise brand...
