The authors investigate whether and how pricing and promotional activities influence
prescription choice behavior using a comprehensive panel of physicians and data on …

The two main influences leading to adoption at the individual consumer level are marketing
communication and interpersonal communication. Although evidence of the effect of these …

The authors empirically explore the revenue impact of marketing-mix variables and their
interactions. The findings include the following: pharmaceutical direct-to-consumer …

The authors investigate the changing role of marketing communication over the life cycle of
a new product category. They postulate two effects of marketing communication on …

In the context of introducing new products around the world, it is important to understand the
relative attractiveness of various countries in terms of maximum penetration potential and …

We develop a structural model to investigate the effects of pharmaceutical price regulation
on demand and on manufacturers' price-setting behavior in France. We estimate price-cost …

Over the past 10 years there has been increased recognition of the importance of publicity
as a means of generating product awareness. Despite this, previous research has seldom …

Srinivasan and Hanssens (2009) offer an ambitious research agenda for establishing the
links among marketing actions, value creation, and observed market values. They describe …

Marketing communication plays a major role in influencing consumer purchases in new
product categories. An important question about this communication is whether it plays an …

We show how one can specify micro-level hazard models of adoption that separately
represent the awareness and evaluation/choice stage of the adoption decision process even …