Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry

Puneet Manchanda (), Dick Wittink, Andrew Ching, Paris Cleanthous, Min Ding, Xiaojing Dong, Peter Leeflang, Sanjog Misra, Natalie Mizik, Sridhar Narayanan, Thomas Steenburgh, Jaap Wieringa, Marta Wosinska and Ying Xie

Marketing Letters, 2005, vol. 16, issue 3, 293-308

Abstract: This paper argues that the pharmaceutical industry represents an exciting opportunity to carry out academic research. The nature of the industry allows researchers to answer new questions, develop new methodologies for answering these questions as well as to apply existing methodology to new data. The paper opens with some industry background, then provides a brief overview of some important research areas and discusses the open questions in each area. Issues of data type and availability are also discussed. Copyright Springer Science + Business Media, Inc. 2005

Keywords: pharmaceutical marketing; patient compliance; response models; new products; physician networks; pharmaceutical pricing (search for similar items in EconPapers)
Date: 2005
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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DOI: 10.1007/s11002-005-5893-1

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