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Bassi, Francesca (2007) Latent Class Models for Marketing: An Application to Pharmaceuticals. [Working Paper] WORKING PAPER SERIES, 4/2007 . , PADOVA (Inedito)

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Abstract (inglese)

In this paper some extensions of the latent class (LC) approach are applied to analyze the Italian pharmaceutical market. This sector is characterized by a high level of competitiveness, more limited economic budgets than years ago and, at the same time, expensive sales and promotion activities; in this context, it is very important to know the reference market, so to design appropriate marketing strategies. The paper has two aims: (i) identifying groups of doctors homogeneous for attitude towards pharmaceutical representatives’ activities; (ii) verify which aspects of the promotional activity may be significant in order to influence prescription quantities.


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Tipo di EPrint:Working Paper
Anno di Pubblicazione:02 Febbraio 2007
Parole chiave (italiano / inglese):multilevel latent class modes, latent regression models, market segmentation
Settori scientifico-disciplinari MIUR:Area 13 - Scienze economiche e statistiche > SECS-S/01 Statistica
Struttura di riferimento:Dipartimenti > Dipartimento di Scienze Statistiche
Codice ID:7097
Depositato il:09 Set 2014 15:10
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