Strategic change within the pharmaceutical industry : the impact of direct-to-consumer advertising for prescription medicines
Year of publication: |
2010
|
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Authors: | Hughes-Morgan, Margaret ; Kendrick, Joelle L. ; Morgan, Fred W. ; Stoltman, Jeffrey J. |
Published in: |
International journal of information systems and change management : IJISCM. - Olney, Bucks : Inderscience Enterprises, ISSN 1479-3121, ZDB-ID 2193371-6. - Vol. 4.2009/10, 3, p. 246-257
|
Subject: | Pharmaindustrie | Pharmaceutical industry | Strategisches Management | Strategic management | Organisatorischer Wandel | Organizational change | Direktmarketing | Direct marketing | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | USA | United States |
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