Modeling the effects of promotional efforts on aggregate pharmaceutical demand: What we know and challenges for the future

J.E. Wieringa, E.C. Osinga, E.R. Conde, P.S.H. Leeflang, P. Stern

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Abstract

Pharmaceutical marketing is becoming an important area of research in its own right, as evidenced by the steady increase in relevant papers published in the major marketing journals in recent years. These papers utilize different modeling techniques and types of data. In this chapter we focus on empirical research that studies the effect of marketing on aggregate pharmaceutical demand and we start with an overview of the most important published work. We then focus on two questions that are particularly relevant for the pharmaceutical market: (1) How do marketing variables affect the diffusion pattern of newly introduced pharmaceutical innovations? (2) How do dynamics influence pharmaceutical marketing effectiveness? We conclude with a look at some issues for the future along with an associated research agenda.
Original languageEnglish
Title of host publicationInnovation and Marketing in the Pharmaceutical Industry. Emerging Practices, Research, and Policies
EditorsM. Ding, J. Eliashberg, S. Stremersch
Place of PublicationNew York
PublisherSpringer Verlag
Pages591-628
Number of pages768
ISBN (Print)9781461478003
DOIs
Publication statusPublished - 2014

Publication series

NameInternational Series in Quantitative Marketing
Number20

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    Wieringa, J. E., Osinga, E. C., Conde, E. R., Leeflang, P. S. H., & Stern, P. (2014). Modeling the effects of promotional efforts on aggregate pharmaceutical demand: What we know and challenges for the future. In M. Ding, J. Eliashberg, & S. Stremersch (Eds.), Innovation and Marketing in the Pharmaceutical Industry. Emerging Practices, Research, and Policies (pp. 591-628). (International Series in Quantitative Marketing; No. 20). Springer Verlag. https://doi.org/10.1007/978-1-4614-7801-0_20