Dynamic Allocation of Pharmaceutical Detailing and Sampling for Long-Term Profitability

The U.S. pharmaceutical industry spent upwards of $18 billion on marketing drugs in 2005; detailing and drug sampling activities accounted for the bulk of this spending. To stay competitive, pharmaceutical managers need to maximize the return on these marketing investments by determining which physi...

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Veröffentlicht in:	Marketing science (Providence, R.I.) R.I.), 2010-09, Vol.29 (5), p.909-924
Hauptverfasser:	Montoya, Ricardo, Netzer, Oded, Jedidi, Kamel
Format:	Artikel
Sprache:	eng
Schlagworte:	Accounting Advertising expenditures Analysis Bayesian estimation Bayesian method Budget allocation Distribution Drug design Drug prescriptions Dynamic programming hidden Markov model long-term effect of marketing activities Management science Market strategy Marketing marketing resource allocation Markov analysis Markov models Markov processes Markovian processes Methods Modeling Operations research Optimization Pharmaceutical industry pharmaceutical marketing Pharmaceutical preparations Physicians Prescription drugs Profitability Profits Resource allocation Studies
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