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

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.

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Year of publication:	2004
Authors:	Manchanda, Puneet ; Chintagunta, Pradeep K.
Published in:	Marketing Letters. - Springer. - Vol. 15.2004, 2_3, p. 129-145
Publisher:	Springer

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Extent:	text/html
Type of publication:	Article
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10005810349