Blar i Working papers (SNF) på emneord "marketing"
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Direct to consumer advertising in pharmaceutical markets
(Working paper, Working paper, 2005-02)We study effects of direct-to-consumer advertising (DTCA) in the prescription drug market. There are two pharmaceutical firms providing horizontally differentiated (branded) drugs. Patients differ in their susceptability ... -
Pharmaceutical patents : incentives for R&D or marketing?
(Working paper, Working paper, 2005-11)We analyse how a patent-holding pharmaceutical firm may strategically use advertising of existing drugs to affect R&D investments in new (differentiated) drugs, and thereby affect the probability distribution of future ...