… The paper concludes that drug brands do exist even though … has been conducted into
pharmaceutical brand management. It … brands in the future; recent direct-to-consumer advertising …

… advertising agency. During the data collection, we observed brand managers in the
pharmaceutical … They claimed that promotional agencies and advertising agencies were not able …

… way that the pharmaceutical sector affects the brand managers’ … of the brand managers’
working activities in the pharmaceutical … branding, product management and advertising need a …

… pharmaceutical brands against the launch of generic brands. The marketing mix components
include advertising, extending a brand's … emphasis on pharmaceutical brand management. …

… RBV theory suggests that DTE advertising activities enable firms to create brand
differentiation which can give them a competitive advantage that, in turn, should deliver superior …

… Political management capital has limited, but substitutive, effects with advertising likely
because there is less regulatory oversight on advertising versus R&D in this industry. The authors …

… with the audience through communication of the brand’s values. The key … brand’s values
to the customer’s values. Next time you pick up a medical magazine, look at the advertisements …

… data management. The first question (cold remedies) was asked to determine if there were
any brands … , brand name and advertising play a significant role in purchase decision-making. …

… customer ’ s initial reaction to pharmaceutical brands using advertising as the … management
still requires more research into its existence and development within pharmaceutical brands…

… groups: brand loyal and non-brand loyal ones. We show that advertising intensities are … )
to control for the existence of product life cycle management effects. Finally, the control vector X …