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Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future

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Innovation and Marketing in the Pharmaceutical Industry

Part of the book series: International Series in Quantitative Marketing ((ISQM,volume 20))

Abstract

Pharmaceutical marketing is becoming an important area of research in its own right, as evidenced by the steady increase in relevant papers published in the major marketing journals in recent years. These papers utilize different modeling techniques and types of data. In this chapter we focus on empirical research that studies the effect of marketing on aggregate pharmaceutical demand and we start with an overview of the most important published work. We then focus on two questions that are particularly relevant for the pharmaceutical market: (1) How do marketing variables affect the diffusion pattern of newly introduced pharmaceutical innovations? (2) How do dynamics influence pharmaceutical marketing effectiveness? We conclude with a look at some issues for the future along with an associated research agenda.

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Authors and Affiliations

  1. Department of Marketing, University of Groningen, Groningen, The Netherlands

    Jaap E. Wieringa & Peter S. H. Leeflang

  2. Marketing and Retailing Research Group, University of Loughborough, Leicestershire, UK

    Jaap E. Wieringa & Philip Stern

  3. Department of Marketing, Tilburg University, Tilburg, The Netherlands

    Ernst C. Osinga

  4. Department of Marketing, University of Alicante, Alicante, Spain

    Enar Ruiz Conde

  5. Department of Marketing, Aston Business School, Birmingham, UK

    Peter S. H. Leeflang

  6. Ehrenberg-Bass Institute, University of South Australia, Adelaide, Australia

    Philip Stern

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  1. Jaap E. Wieringa
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  2. Ernst C. Osinga
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  3. Enar Ruiz Conde
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  4. Peter S. H. Leeflang
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Correspondence to Jaap E. Wieringa .

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Editors and Affiliations

  1. Smeal College of Business, The Pennsylvania State University, University Park, Pennsylvania, USA

    Min Ding

  2. The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania, USA

    Jehoshua Eliashberg

  3. Department of Business Economics, Erasmus School of Economics, Erasmus University Rotterdam, Rotterdam, The Netherlands

    Stefan Stremersch

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Wieringa, J.E., Osinga, E.C., Conde, E.R., Leeflang, P.S.H., Stern, P. (2014). Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future. In: Ding, M., Eliashberg, J., Stremersch, S. (eds) Innovation and Marketing in the Pharmaceutical Industry. International Series in Quantitative Marketing, vol 20. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-7801-0_20

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