Detailing vs. Direct-to-Consumer Advertising in the Prescription Pharmaceutical Industry
Published Online:28 Sep 2009https://doi.org/10.1287/mnsc.1090.1074
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mnsc.1090.1074-sm-ec.pdf (266 KB)
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Volume 56, Issue 1
January 2010
Pages iv-217
Article Information
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- Received:November 01, 2007
- Accepted:July 23, 2009
- Published Online:September 28, 2009
Copyright © 2010, INFORMS
Cite as
Ram Bala, Pradeep Bhardwaj, (2009) Detailing vs. Direct-to-Consumer Advertising in the Prescription Pharmaceutical Industry. Management Science 56(1):148-160.
https://doi.org/10.1287/mnsc.1090.1074
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