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Keywords: Promotion mix
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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
... the pharmaceutical industry might go about allocating promotion expenditures in a more efficient manner, potentially reducing costs to the consumer. The main contributions of the paper are two-fold. First, it demonstrates how to undertake a promotion mix optimization process in the pharmaceutical context and carry...
