An Empirical Analysis of Publicity and Advertising under Quality Uncertainty
Quality of a prescription drug is uncertain to patients, physicians and even the manufacturer of the drug. Because this uncertainty can deter physicians from prescribing the drug, it is important to investigate how various marketing communication activities help reveal the true quality of its produc...
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| Language: | en_ca |
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2012
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| Online Access: | http://hdl.handle.net/1807/34786 |