Responsiveness of Physician Prescription Behavior to Salesforce Effort: An Individual Level Analysis
Firms in many industries, e.g., pharmaceuticals, spend a significant amount of marketing dollars on salesforce effort. However, there exists very little research examining customer response to salesforce effort at the disaggregate level.
Year of publication: |
2004
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Authors: | Manchanda, Puneet ; Chintagunta, Pradeep K. |
Published in: |
Marketing Letters. - Springer. - Vol. 15.2004, 2_3, p. 129-145
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Publisher: |
Springer |
Saved in:
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