Title

Outside the 'Big 4': Inception and growth of independent artistes and institutions

Publication Type

Book Chapter

Publication Date

7-2015

Abstract

Pharmaceutical marketing is becoming an important area of research in its own right, as evidenced by the steady increase in relevant papers published in the major marketing journals in recent years. These papers utilize different modeling techniques and types of data. In this chapter we focus on empirical research that studies the effect of marketing on aggregate pharmaceutical demand and we start with an overview of the most important published work. We then focus on two questions that are particularly relevant for the pharmaceutical market: (1) How do marketing variables affect the diffusion pattern of newly introduced pharmaceutical innovations? (2) How do dynamics influence pharmaceutical marketing effectiveness? We conclude with a look at some issues for the future along with an associated research agenda.

Keywords

Indian music, Indian dance, Singapore, History, Performing Arts

Discipline

Marketing | Pharmacy and Pharmaceutical Sciences

Research Areas

Marketing

Publication

Kala Manjari: 50 Years of Indian Classical Music and Dance in Singapore

Editor

Ramaswami, Seshan; Alurkar-Sriram, Sarita

ISBN

9789810944438

Identifier

10.1007/978-1-4614-7801-0

Publisher

Sun Media Pte Ltd for the Singapore Fine Arts Society

City or Country

Singapore

Copyright Owner and License

Singapore Indian Fine Arts Society

Additional URL

http://doi.org./10.1007/978-1-4614-7801-0

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