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Keywords: Prescription drug 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
... that the imitation effect in the prescription drug market is greater than that in the OTC drug market; drug diffusion in the OTC market reaches saturation earlier in the diffusion process. Before reaching the critical state, the effect of marketing investment on drug diffusion in the OTC market is greater than...
