Presentation of the "Analysis of ROI for Pharmaceutical Promotion" (a follow-up study to the RAPP Study) conducted by Dick Wittink, PhD from Yale School of Management which includes results through 2000, a closer look at the ROI's for three major therapeutic classes, and a roundtable discussion with pharmaceutical research executives on the Steering Committee on pharmaceutical industry promotional behavior.


Analysis of ROI for Pharmaceutical Promotion (ARPP) Dick R. Wittink, PhD.

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