Competitive Marketing Strategy

Richard M. Adler
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Richard M. Adler: DecisionPath

Chapter Chapter 10 in Bending the Law of Unintended Consequences, 2020, pp 153-171 from Springer

Abstract: Abstract This chapter illustrates how the test drive method supports critical decisions about competitive strategy. The example focuses on strategic marketing decisions in the pharmaceutical industry. Sections 10.1 and 10.2 explain the structure of the market for prescription drugs and how pharmaceutical companies market to this sector. Section 10.3 describes a test drive model for competitive drug marketing decisions, while Sect. 10.4 presents results from a test drive simulation and analysis for a realistic critical marketing decision. Section 10.5 explains why the decision test drive solution is superior to competing analytic approaches. A video is available that explains and demonstrates this test drive solution (Video 10.1).

Keywords: Simulation; Decision test drive; Competitive marketing; Drug marketing; Strategy; Regression; Predictive analytics; Agent-based systems; Decision rules (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-32714-9_10

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DOI: 10.1007/978-3-030-32714-9_10

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