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Keywords: OTC market
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Journal Articles
Marketing investment and pharmaceutical product diffusion
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Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (3): 394–407.
Published: 07 September 2020
...) markets. Design/methodology/approach The study introduces marketing investment into the Bass model. The authors use the Generalized Bass Model (GBM) to examine the influence of marketing efforts on drug diffusion in Chinese prescription and OTC markets. Findings The results of this study suggest...
