The U.S. pharmaceutical industry spent upwards of $18 billion on marketing drugs in 2005; detailing and drug sampling activities accounted for the bulk of this spending. To stay competitive, pharmaceutical managers need to maximize the return on these marketing investments by determining which...

The ability to identify customers' dynamics and its drivers present an opportunity for firms to optimize their marketing resource allocation and increase long-run profitability. Accordingly, we address the following managerial questions in this research: (1) how can firms dynamically segment...

Over the course of a repeated game, players often exhibit learning in selecting their best response. Research in economics and marketing has identified two key types of learning rules: belief and reinforcement. It has been shown that players use either one of these learning rules or a...

Over the course of a repeated game, players often exhibit some degree of learning in selecting their best response. Research in economics and marketing has identified two key types of learning rules: belief and reinforcement. It has been shown that players use either one of the these learning...