A marketer with a Facebook Fan base has at least some ability to advertise to that audience.
What quality of reach, however, does this sort of “earned media” deliver? The landmark …

This paper reviews current marketing practices in the pharmaceutical sector, and their
impact on consumer and doctor behaviour. It identifies negative impacts which include …

Researchers have spent almost 50years develo**, refining and applying the NBD-
Dirichlet in repeat purchase markets, in particular with extensive replication of the …

Two very well‐known empirical generalisations in marketing are Double jeopardy (DJ) and
the duplication of purchase law (DoP). These generalisations provide important insights into …

El propósito de la investigación es determinar las relaciones existentes entre los niveles de
Target Rating Point (TRP'S) entendidos como el índice acumulado de rating de Televisión …

Fader and Schmittlein (1993) established that the larger brands in a product category often
have excess loyalty relative to the benchmark provided by the Dirichlet Model. This paper …

The paper explains that there are observable, regular patterns of aggregate consumer
behaviour of buying competitive brands in markets to the extent that they can be taken as …

The spending power of older consumers is rapidly rising as global populations continue to
age. Yet, little is known about how ageing and its underlying mechanisms impact consumer …

Double jeopardy (DJ) and the duplication of purchase law (DoP) are two well-known
empirical generalisations in marketing. These empirical generalisations provide substantial …

This paper identifies and discusses current marketing practice in the pharmaceutical sector,
as it relates to therapeutic pharmaceuticals. It examines the potential risks associated with …