Although marketing scholars often seek to contribute new knowledge that is applicable
across industries, some industries have unique characteristics that require industry-specific …

Abstract In 2011, Bristol-Myers Squibb set the price of its newly approved melanoma drug
ipilimumab—brand name Yervoy—at 120,000foracourseoftherapy.Thedrugwasassociatedwithanincrementalin …

From 1976 to the beginning of the millennium—covering the quarter-century life span of this
book and its predecessor—something remarkable has happened to market response …

The pharmaceutical industry accounts for a substantial chunk of the US economy's research
and development investments, which have resulted in significant medical breakthroughs. At …

Exploiting the discontinuity in advertising along the borders of television markets, I estimate
that television advertising of prescription antidepressants exhibits significant positive …

The release of clarified Food and Drug Administration (FDA) guidelines and independent
changes in consumer behavior provide an opportunity to study the effects of direct-to …

Several studies have demonstrated an order-of-entry effect on market share, suggesting that
pioneers outperform later entrants. However, other research has pointed out the limitations …

We measure the impact of direct-to-consumer television advertising (DTCA) by drug
manufacturers. Our identification strategy exploits shocks to local advertising markets …

Marketing managers increasingly recognize the need to measure and communicate the
impact of their actions on shareholder returns. This study focuses on the shareholder value …

This article presents a meta-analysis of prior econometric estimates of personal selling
elasticity—that is, the ratio of the percentage change in an objective, ratio-scaled measure of …