Nonbranded or branded direct-to-consumer prescription drug advertising : which is more effective?
Brent L. Rollins; Karen King; George Zinkhan; Matthew Perri
| Year of publication: |
2011
|
|---|---|
| Authors: | Rollins, Brent L. ; King, Karen Whitehill ; Zinkhan, George M. ; Perri, Matthew |
| Published in: |
Health marketing quarterly. - Philadelphia, Pa. : Taylor & Francis, ISSN 0735-9683, ZDB-ID 639428-0. - Vol. 28.2011, 1, p. 86-98
|
| Subject: | Gesundheitsmarketing | Health care marketing | Pharmaindustrie | Pharmaceutical industry | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10008990989