Article : texte imprimé

Detailing vs. direct-to-consumer advertising in the prescription pharmaceutical industry

Ram Bala, Auteur ; Pradeep Bhardwaj, Auteur |

Dans Management science (Vol. 56 N° 1, Janvier 2010)

The pharmaceutical industry has always used sales representatives to target physicians (detailing), who are a key link in sales and market share for prescription pharmaceuticals. Since August of 1997, when the Food and Drug Administration eased [...]

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