Menebo, Mesay Moges - In: International Journal of Pharmaceutical and Healthcare … 16 (2021) 1, pp. 55-74
Purpose: This study has four objectives. First is to investigate and compare the immediate and carryover effects of four pharmaceutical marketing tools (prescriber detailing, medical events, journal ads and direct-to-consumer advertising [DTCA]) on sales. Based on the effect comparisons, the...