Assessment of the return on marketing investment and the impact on revenue of various marketing activities for OTC pharmaceutical medicines
Measuring the Return on Marketing Investment (ROMI) and marketing's impact on sales has initiated a great deal of discussion in the field of healthcare marketing research, with some researchers identifying such measurements as a necessity and others seeing them as an impossible task due to the...
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University of Liverpool
2015
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.706666 |