學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Does Detailing Pay
內容大綱
Detailing, or visits from pharmaceutical sales representatives to medical offices to provide details about a drug's purpose and side effects, has become the pharmaceutical industry's most costly direct-to-physician marketing effort, with an estimated $20 billion spent annually. Research studies offer conflicting conclusions on the effectiveness of this approach. One study found every dollar spent on detailing resulted in incremental sales of $1.72 and another concluded it offered only a modest impact. In this case students generate a regression analysis to consider the impact of detailing and sampling on a physician's prescription rate.