Latent class models for marketing strategies: an application to the Italian pharmaceutical market
Articolo
Data di Pubblicazione:
2009
Abstract:
In this paper, an extension of the latent class (LC) approach is applied to analyse the Italian pharmaceutical market. This sector is
7 characterised by a high level of competitiveness, more limited budgets than years ago and, at the same time, expensive sales and promotional
8 activities; in this context, it is very important to understand which factors influence doctors in prescribing medicines, so as to design appropriate
9 marketing strategies. A special adaptation of the multilevel LC model is estimated to identify market segments, that is, groups of doctors similar
10
in their attitude towards the work of pharmaceutical representatives.
7 characterised by a high level of competitiveness, more limited budgets than years ago and, at the same time, expensive sales and promotional
8 activities; in this context, it is very important to understand which factors influence doctors in prescribing medicines, so as to design appropriate
9 marketing strategies. A special adaptation of the multilevel LC model is estimated to identify market segments, that is, groups of doctors similar
10
in their attitude towards the work of pharmaceutical representatives.
Tipologia CRIS:
01.01 - Articolo in rivista
Keywords:
finite mixture models; market segmentation; clustering
Elenco autori:
Bassi, Francesca
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