Healthy Skepticism Library item: 3084
Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.
 
Publication type: Journal Article
Parsons LJ, Abeele PV.
Analysis of sales call effectiveness
Journal of Marketing Research 1981; 18:107-113
Abstract:
The purpose of this study was to develop a sales response to sales call function for an established ethical drug of one pharmaceutical manufacturer. The results show that sales call elasticity is negative when no samples or handouts are given. When used separately, samples and handouts (promotional literature) each improve the sales call elasticity. When used together their effect is less than the sum of their individual impacts.
Keywords:
*mathematical modeling/Belgium/sales representatives/ competitive consequences of promotion/ drug samples/ promotional literature/EVALUATION OF PROMOTION: DETAILING/EVALUATION OF PROMOTION: PROMOTIONAL BROCHURES/EVALUATION OF PROMOTION: SAMPLES/INFLUENCE OF PROMOTION: MARKET SHARE