The relationship between competitive pricing and direct-to-consumer advertising : how to manage DCT advertising of RX drugs in an integrated marketing mix strategy
Year of publication: |
2020
|
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Authors: | Roy, Abhik ; Schramm, Mary E. |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 60.2020, 3, p. 305-323
|
Subject: | Pharmaindustrie | Pharmaceutical industry | Werbung | Advertising | Preismanagement | Pricing strategy | USA | United States |
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