Return on Investment Implications for Pharmaceutical Promotional Expenditures:The Role of Marketing-Mix Interactions
Year of publication: |
2004
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Authors: | Narayanan, Sridhar ; Desiraju, Ramarao ; Chintagunta, Pradeep K. |
Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 68.2004, 4, p. 90-105
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