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Influence of Pharmaceutical Marketing on Prescription Behavior of Physicians: A Cross-sectional Study in Bangladesh
2016
Journal of Accounting & Marketing
Pharmaceutical marketing is quite different from general marketing as the decision makers are the physicians (secondary customers) not the patients (original consumers), thus maximum marketing strategies are designed on focusing to the physicians. This study explores the influence of pharmaceutical marketing on the prescription practices of physicians in Bangladesh. A self-administered questionnaire was applied to collect data from 500 physicians. The effectiveness of the promotional strategies
doi:10.4172/2168-9601.1000160
fatcat:jvehrb2qvrd3dnbbjp35evg3d4