The Relationship between Competitive Pricing and Direct-to-Consumer Advertising
Abstract
ABSTRACT
The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy. Previous studies have examined the role of direct-to-consumer advertising in influencing demand and sales; this study emphasizes the impact of consumer advertising on a supply-side phenomenon, the setting of prices relative to those...Paper Details
Title
The Relationship between Competitive Pricing and Direct-to-Consumer Advertising
Published Date
Jun 25, 2019
Volume
60
Issue
3
Pages
305 - 323
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