A New Debate for Turkish Physicians: E-Detailing
Küçük Resim Yok
Tarih
2012
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The study presents an empirical analysis of the attitudes of Turkish physicians towards e-detailing practices compared to face-to-face detailing. The findings reveal that although physicians have positive attitudes toward e-detailing, on some points they are still undecided and/or have doubts. The structural model revealed that affect, convenience, and informative content influence their attitude in a positive manner, whereas the personal interaction was found to be a negative factor. Physicians' age and frequency of calls received from representatives are moderators. The present study can be seen as an addition to pharmaceutical marketing, an underresearched study field in Turkey, and e-detailing particularly. © 2012 Copyright Taylor and Francis Group, LLC.
Açıklama
Anahtar Kelimeler
detailing, electronic detailing, pharmaceutical companies, physician attitudes
Kaynak
Health Marketing Quarterly
WoS Q Değeri
Scopus Q Değeri
Q3
Cilt
29
Sayı
4
