SEGMENTATION BASED ON PHYSICIAN BEHAVIOR: IMPLICATIONS FOR SALES FORECASTING AND MARKETING-MIX STRATEGY

被引：5

作者：

Carter, Franklin ^{[1
]}

Chitturi, Ravindra ^{[2
]}

机构：

[1] Penn State Univ, Smeal Coll Business, Mkt, University Pk, PA 16802 USA

[2] Lehigh Univ, Coll Business & Econ, Mkt, Bethlehem, PA 18015 USA

来源：

JOURNAL OF PERSONAL SELLING & SALES MANAGEMENT | 2009年 / 29卷 / 01期

关键词：

D O I：

10.2753/PSS0885-3134290105

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

We calibrate a segmented diffusion model by incorporating the knowledge of physicians' prescription behavior using a sample of four product histories from the pharmaceutical industry. The results show that when compared to the standard diffusion with retention model, the segmented diffusion model based on the knowledge of physicians' prescription behavior has a better fit than models that are not based on physicians' prescription behavior. Our comparison also reveals a significantly different influence of marketing activity on potential innovator and imitator physicians across models.

引用

页码：81 / 95

页数：15

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