Ling, Davina C.; Berndt, Ernst R.; Kyle, Margaret K. - In: Journal of Law and Economics 45 (2002) S2, pp. 691-723
This paper examines the impact and interrelationships between direct-to-consumer (DTC) and physician-oriented marketing on the sales composition of the prescription (Rx) and over-the-counter (OTC) versions of antiulcer and heartburn medications. To understand better the implications for...