Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry

Puneet Manchanda, Dick R. Wittink, Andrew T. Ching, Paris Cleanthous, Min Ding, Xiaojing Dong, Peter S. H. Leeflang, Sanjog Misra, Natalie Mizik, Sridhar Narayanan, Thomas J. Steenburgh, Jaap E. Wieringa, Marta E. Wosinska, Ying Xie