Marketing Spending Models - Innovation and Marketing in the Pharmaceutical Industry - page 558

Table 19.2 (continued)

Consideration of interactions across

Type of
demand
model

Marketing
spending category

Decision
variables

Marketing
dynamics

Level of data
analysis Author/s Main focus of application Competitors Countries

Azoulay ( 2002 ) Detailing, PJA Descriptive Mixed logit − − − ✓ Aggregate

Berndt et al. ( 2003 ) Detailing Descriptive Logit and

Bass-type
diffusion

− − − ✓ Aggregate

Narayanan et al.
( 2004 )

Detailing, DTCA,
OME

Descriptive Mixed logit ✓ − − ✓ Aggregate

Mizik and Jacobson
( 2004 )

Detailing, samples Descriptive Linear − − − ✓ Individual

Donohue and Berndt
( 2004 )

Detailing, DTCA Descriptive Nested logit ✓ − − ✓ Individual

Manchanda et al.
( 2004 )

Detailing Descriptive/normative NBD − − − ✓ Individual

Manchanda and
Chintagunta
( 2004 )

Detailing, samples Descriptive/normative Poisson ✓ − − − Individual

Chintagunta and
Desiraju ( 2005 )

Detailing, OME Descriptive Mixed logit − ✓ ✓ − Aggregate

Narayanan et al.
( 2005 )

Detailing, DTCA,
OME

Descriptive/normative Mixed logit − − − ✓ Aggregate

Fischer, Shankar,
and Clement
( 2005 )

Total spend Descriptive/normative Log-log ✓ − ✓ ✓ Aggregate

Venkataraman and
Stremersch
( 2007 )

Detailing, PME Descriptive NBD ✓ − − ✓ Individual

Gonzalez et al.
( 2008 )

Detailing Descriptive/predictive Mixed logit − − − ✓ Individual