Three Essays on Marketing Strategy Elements and the Brand Life Cycle in the Pharmaceutical Industry
| Author | : Erin Cavusgil |
| Publisher | : ProQuest |
| Total Pages | : 116 |
| Release | : 2008 |
| ISBN-10 | : 054961799X |
| ISBN-13 | : 9780549617990 |
| Rating | : 4/5 (990 Downloads) |
Book Synopsis Three Essays on Marketing Strategy Elements and the Brand Life Cycle in the Pharmaceutical Industry by : Erin Cavusgil
Download or read book Three Essays on Marketing Strategy Elements and the Brand Life Cycle in the Pharmaceutical Industry written by Erin Cavusgil and published by ProQuest. This book was released on 2008 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay One examines the financial impact (specifically, return on investment, or ROI) of pharmaceutical promotional activities. Furthermore, the ROI of these efforts over the stages of a brand's life cycle is examined. This provides for a thorough examination of how the ROI for each promotional effort varies over time. The results of this study provide guidance to managers as to how to optimize the promotional mix over a product's life cycle.
