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Three essays on marketing strategy e...

Michigan State University.

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Three essays on marketing strategy elements and the brand life cycle in the pharmaceutical industry.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Three essays on marketing strategy elements and the brand life cycle in the pharmaceutical industry./
Author:	Cavusgil, Erin.
Description:	116 p.
Notes:	Adviser: Roger J. Calantone.
Contained By:	Dissertation Abstracts International69-04A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3312670
ISBN:	9780549617990

Three essays on marketing strategy elements and the brand life cycle in the pharmaceutical industry.
Cavusgil, Erin.

Three essays on marketing strategy elements and the brand life cycle in the pharmaceutical industry. - 116 p.

Adviser: Roger J. Calantone.

Thesis (Ph.D.)--Michigan State University, 2008.

It is of critical importance to marketers to be able to demonstrate the value of marketing efforts. The present study attempts to examine the impact of specific marketing communication activities (advertising and sales force). The pharmaceutical industry is chosen as the context of this study, focusing on one therapeutic category, gastrointestinal drugs (GID). Several distinct promotional channels are used in this industry, providing an interesting comparison of the value of these various efforts.

ISBN: 9780549617990Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Three essays on marketing strategy elements and the brand life cycle in the pharmaceutical industry.
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035 $a (UMI)AAI3312670
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100 1 $a Cavusgil, Erin. $3 1064800
245 1 0 $a Three essays on marketing strategy elements and the brand life cycle in the pharmaceutical industry.
300 $a 116 p.
500 $a Adviser: Roger J. Calantone.
500 $a Source: Dissertation Abstracts International, Volume: 69-04, Section: A, page: 1443.
502 $a Thesis (Ph.D.)--Michigan State University, 2008.
520 $a It is of critical importance to marketers to be able to demonstrate the value of marketing efforts. The present study attempts to examine the impact of specific marketing communication activities (advertising and sales force). The pharmaceutical industry is chosen as the context of this study, focusing on one therapeutic category, gastrointestinal drugs (GID). Several distinct promotional channels are used in this industry, providing an interesting comparison of the value of these various efforts.
520 $a Essay One examines the financial impact (specifically, return on investment, or ROI) of pharmaceutical promotional activities. Furthermore, the ROI of these efforts over the stages of a brand's life cycle is examined. This provides for a thorough examination of how the ROI for each promotional effort varies over time. The results of this study provide guidance to managers as to how to optimize the promotional mix over a product's life cycle.
520 $a Essay Two investigates the effect of various promotional efforts (direct-to consumer advertising, journal advertising, and sales force) on sales. Additionally, the interaction effects between the promotional efforts are examined. The incorporation of additional moderator effects (competitive intensity and number of years on the market) reveals noteworthy contingencies with respect to these relationships. The impact of these promotional efforts is rather complex, and is dependent upon a number of factors.
520 $a Lastly, Essay 3 examines the impact of a late entrant market entry on sales of incumbent brands. A significant portion of the market entry literature suggests that, compared to market pioneers, late entrants face significant disadvantages that must be overcome. This study explores the factors that contribute to a late entrant's success in achieving market leadership. Factors such as innovative product offerings as well as significant marketing efforts can contribute to a late entrant's success in the marketplace. Results indicate that late entrants can compete with incumbents by attempting to expand the existing market as well as shift sales from existing competitors. The present study has a number of important implications for managers in developing the optimal marketing mix strategy when faced with a product's late market entry.
520 $a Overall, this study reveals a number of noteworthy findings. The importance of personal selling, in comparison to advertising, within the promotional mix is noted. However, this research suggests that a number of contingency factors must be accounted for in considering the impact of various promotional efforts, such as the competitive environment and stage of the product's life cycle. This research also suggests that, contrary to a majority of the marketing literature, late entrants into a market can overcome disadvantages they face to become market leaders.
590 $a School code: 0128.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Health Sciences, Pharmacy. $3 1017737
690 $a 0338
690 $a 0572
710 2 $a Michigan State University. $3 676168
773 0 $t Dissertation Abstracts International $g 69-04A.
790 $a 0128
790 1 0 $a Calantone, Roger J., $e advisor
791 $a Ph.D.
792 $a 2008
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3312670