TY  - GEN
AU  - KASLIWAL, NEETI
AU  - BANSAL, IPSHITA
TI  - Influence of pharmaceutical promotional tools on Doctors' prescribing behaviour: An exploratory study
PY  - 2013///
KW  - MARKETING
N2  - The healthcare industry in general and the prescription drug industry, in particular, employs an unusual combination of marketing and promotional efforts to influence the doctors who write the prescriptions that determine which drugs will be usedby the ultimate consumer(Patient). The involvement of doctors as key decision makers is the raeason that they are the focus of most promotional efforts of pharmaceutical companies. Thus, influencing the doctor is a key to the pharmaceutical salesand the pharmaceutical companies are spending a lot of money on marketing their products to the doctors
ER  -