Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future - Innovation and Marketing in the Pharmaceutical Industry - page 580

Chapter 20
Modeling the Effects of Promotional Efforts
on Aggregate Pharmaceutical Demand:
What We Know and Challenges for the Future
Jaap E. Wieringa , Ernst C. Osinga , Enar Ruiz Conde ,
Peter S.H. Leefl ang , and Philip Stern
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 infl uence pharmaceutical marketing effective-
ness? We conclude with a look at some issues for the future along with an associated
research agenda.
J. E. Wieringa ( * )
Department of Marketing , University of Groningen , Groningen , The Netherlands
Marketing and Retailing Research Group , University of Loughborough , Leicestershire , UK
e-mail: [e-mail]
E. C. Osinga
Department of Marketing , Tilburg University , Tilburg , The Netherlands
e-mail: [e-mail]
E. R. Conde
Department of Marketing , University of Alicante , Alicante , Spain
e-mail: [e-mail]
P. S.H. Leefl ang
Department of Marketing , University of Groningen , Groningen , The Netherlands
Department of Marketing , Aston Business School , Birmingham , UK
e-mail: P.S.H.Leefl [e-mail]
P. Stern
Marketing and Retailing Research Group , University of Loughborough , Leicestershire , UK
Ehrenberg-Bass Institute , University of South Australia , Adelaide , Australia
e-mail: [e-mail]