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Structural models of marketing to mu...

Mukherji, Prokriti.

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Structural models of marketing to multiple agents.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Structural models of marketing to multiple agents./
Author:	Mukherji, Prokriti.
Description:	91 p.
Notes:	Source: Dissertation Abstracts International, Volume: 64-12, Section: A, page: 4547.
Contained By:	Dissertation Abstracts International64-12A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3116761

Structural models of marketing to multiple agents.
Mukherji, Prokriti.

Structural models of marketing to multiple agents. - 91 p.

Source: Dissertation Abstracts International, Volume: 64-12, Section: A, page: 4547.

Thesis (Ph.D.)--University of Southern California, 2003.

The two essays of this dissertation broadly look at how different means of marketing affect demand for a product. The first essay studies how a decision maker learns about the quality of a new drug through consumption experiences, sales force detailing and medical journal advertising. We build a structural model of aggregate demand for branded prescription drugs. In doing so we try to understand how a physician forms/updates her beliefs about product quality and how these beliefs lead to the choice of a particular product. We suggest two different processes and hence model specifications about the impact of consumption, detailing and journal advertising on physician learning. Under the first specification, detailing, journal advertising and consumption all inform about overall quality. Under the second specification, detailing informs about patient-drug match, while journal advertising and consumption inform about overall quality. We empirically test the two competing specifications using data on four Statins (cholesterol reducing drugs).Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Structural models of marketing to multiple agents.
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245 1 0 $a Structural models of marketing to multiple agents.
300 $a 91 p.
500 $a Source: Dissertation Abstracts International, Volume: 64-12, Section: A, page: 4547.
500 $a Adviser: Shantanu Dutta.
502 $a Thesis (Ph.D.)--University of Southern California, 2003.
520 $a The two essays of this dissertation broadly look at how different means of marketing affect demand for a product. The first essay studies how a decision maker learns about the quality of a new drug through consumption experiences, sales force detailing and medical journal advertising. We build a structural model of aggregate demand for branded prescription drugs. In doing so we try to understand how a physician forms/updates her beliefs about product quality and how these beliefs lead to the choice of a particular product. We suggest two different processes and hence model specifications about the impact of consumption, detailing and journal advertising on physician learning. Under the first specification, detailing, journal advertising and consumption all inform about overall quality. Under the second specification, detailing informs about patient-drug match, while journal advertising and consumption inform about overall quality. We empirically test the two competing specifications using data on four Statins (cholesterol reducing drugs).
520 $a Our results suggest that detailing seems to be significantly more informative about overall quality than journal advertising and detailing seems to inform effectively about the drug-patient match and thereby helps achieve "smarter learning".
520 $a The second essay concerns itself with the effect of Direct-to-Consumer advertising for prescription drugs. In August 1997 the FDA allowed brand specific advertising on TV without mention of drug effectiveness, side effects etc. Since then Direct-to-Consumer, as well as total sales of these drugs have gone up substantially. This simultaneous rise in DTC spending and prescription drug sales has resulted in a heated debate among medical practitioners, in the US Congress, and the popular press. One side claims that DTC ads create demand for drugs that may not even be necessary while the other side claims that DTC ads increase consumer knowledge and information. The first view has been called the persuasive view of advertising and the second the informative view of advertising. It is not clear whether DTC ads are informing the consumer about the product or are simply persuading them to buy the advertised brand. In this essay we ask Is DTC advertising informative or persuasive?
520 $a Our results suggest that DTC ads are playing an informative role. We find that DTC advertising increases price elasticity of demand.
590 $a School code: 0208.
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791 $a Ph.D.
792 $a 2003
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3116761