title: Are pharmaceutical marketing decisions calibrated to communications effects?
abstract: Marketing managers continually struggle with how to maximize the effects of an integrated marketing communications strategy. The growing number of available communication outlets, as well as highly varying competitive landscapes, adds further complexity to this challenge. This empirical study examines the differential impact within a pharmaceutical market therapeutic category where both "push" and "pull" communication strategies operate on consumers and gatekeepers alike, in an atmosphere of unrelenting product innovation and broad competition. Furthermore, we explore how two contingency variables-(a) the competitive landscape, and (b) the product's length of time on the market-interact with these communication efforts and affect brand and category sales.
authors: School of Management, University of Michigan-Flint, USA. erinc@umflint.edu
authors: Erin
authors: E
authors: Cavusgil
authors: Roger
authors: R
authors: Calantone
mesh_terms: D000329:Advertising; D003142:Communication; D004345:Drug Industry / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services / Q000458:organization & administration*; D004366:Nonprescription Drugs; D055553:Prescription Drugs
chemical_list: D004366:Nonprescription Drugs; D055553:Prescription Drugs