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Keywords: Healthcare industry
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Journal Articles
Optimization of the promotion mix in the healthcare industry
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2015) 9 (4): 289–305.
Published: 02 November 2015
... techniques and two analyses approaches were investigated. Findings – The two methods were found to yield insights into the problem of the promotion mix in the context of the healthcare industry. First, a factor analysis followed by a regression analysis and an optimization algorithm applied...
