corner
Healthy Skepticism
Join us to help reduce harm from misleading health information.
Increase font size   Decrease font size   Print-friendly view   Print
Register Log in

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

 

  Healthy Skepticism on RSS   Healthy Skepticism on Facebook   Healthy Skepticism on Twitter

Please
Click to Register

(read more)

then
Click to Log in
for free access to more features of this website.

Forgot your username or password?

You are invited to
apply for membership
of Healthy Skepticism,
if you support our aims.

Pay a subscription

Support our work with a donation

Buy Healthy Skepticism T Shirts


If there is something you don't like, please tell us. If you like our work, please tell others.

Email a Friend