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HBS Working Knowledge July 21, 2008 Sean Silverthorne |
Solving the Market Resources Allocation Puzzle Harvard Business School professors offer a way for managers to conceptualize the most effective approach for deciding between the myriad marketing options at their disposal. |
HBS Working Knowledge November 1, 2004 Manda Salls |
Bypass Marketing: Are Docs Influenced? Does direct-to-consumer advertising inform or persuade consumers about prescription drugs? Do physicians prescribe brands based on their patients' requests? Two Harvard professors discuss their study, which recently investigated these questions. |
Managed Care March 2005 Martin Sipkoff |
Direct-to-Consumer Ads Garner Mixed Outcomes DTC advertising's reputation as a bully may be largely overstated. There's little evidence that sales of specific drugs increase, and there may be some benefit. |
The Motley Fool June 16, 2005 Stephen D. Simpson |
Media Drug Withdrawal? Are pharmaceutical companies turning away from mass marketing through TV? |
Managed Care February 2007 MargaretAnn Cross |
How Much Trouble Does Health Care Marketing Cause? Whether for drugs, imaging, surgery, or emergency services, direct-to-consumer advertising sparks lively debate. |