Abstract
Government regulations in the UK force pharmaceutical companies to operate within heavily constrained levels of marketing expenditure. We are reporting on the development and application of a marketing model allocating the fixed marketing budget of a pharmaceutical company to market segments, products, and promotional tools such as sales force, advertising and direct mail.
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© 1992 Springer-Verlag Heidelberg
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Maier, J.R., Saunders, J. (1992). Allocating the marketing budget to segments, products, and promotional tools — The application of a marketing model. In: Gaul, W., Bachem, A., Habenicht, W., Runge, W., Stahl, W.W. (eds) Operations Research Proceedings 1991. Operations Research Proceedings 1991, vol 1991. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-46773-8_88
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DOI: https://doi.org/10.1007/978-3-642-46773-8_88
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-55410-3
Online ISBN: 978-3-642-46773-8
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