A simulation model of doctors' prescribing behaviour

Date of publication: June 15, 1970

Author: I. S. Miller

Abstract:

In recent years there has been growing interest among marketing management in the possibilities of using quantitative techniques as aids to decision making. This interest is reaching epidemic proportions in many industries not least the pharmaceutical industry, and considerable confusion about the roles of these models has been generated. My paper describes a quantitative model of a pharmaceutical market and will, I hope, shed some light on the pitfalls of using such techniques as well as the very real benefits which can be derived.

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