Responsiveness of Physician Prescription Behavior to Salesforce Effort: An Individual Level Analysis

Puneet Manchanda () and Pradeep Chintagunta

Marketing Letters, 2004, vol. 15, issue 2_3, 129-145

Abstract: Firms in many industries, e.g., pharmaceuticals, spend a significant amount of marketing dollars on salesforce effort. However, there exists very little research examining customer response to salesforce effort at the disaggregate level.

Date: 2004
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