Three Essays on Marketing Strategy Elements and the Brand Life Cycle in the Pharmaceutical Industry

Three Essays on Marketing Strategy Elements and the Brand Life Cycle in the Pharmaceutical Industry

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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.It is believed that the presence of competitive advertisements may produce interference effects in memory (Bagozzi and Silk 1983; Bettman 1979). Keller ( 1987) states that aquot;when multiple brands advertise within a product category, unconnected ad memory traces ... These studies provide theoretical explanations as well as empirical support for the competitive effects of advertising on consumer response.


Title:Three Essays on Marketing Strategy Elements and the Brand Life Cycle in the Pharmaceutical Industry
Author: Erin Cavusgil
Publisher:ProQuest - 2008
ISBN-13:

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