Physicians’ Exposure to Promotional Tools in Indian Pharmaceutical Industry

Vinita Srivastava

Abstract


An investigation is described of the perceptions of physicians concerning the association between physicians’ demographics and the frequency of exposure of promotional tools by the pharmaceutical marketers to the physicians. Some practical implications and guidelines are offered by the results to pharmaceutical marketers, with reference to the association of frequency of exposure to promotional tools and physicians’ demographics and the appropriate emphasis that should be placed on them. The relationship between the frequency of exposure to promotional tools and certain categorical variables is investigated. Some strategic implications for marketing of pharmaceutical products are identified, as are areas for further research.


Keywords


Promotional tools, Pharmaceutical industry, Demographics.

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References


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