Abstract
The case is centred around identification of relevant information for studying the prescription behaviour of doctors in order to help the company evolve an appropriate marketing mix. It is used to depict the issues that arise in the problem definition stage of research studies.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0285(E) |
| Title | Urmi Pharmaceutical Company (E) |
| Pages | 8 |
| Published on | Jan 1, 1966 |
| Year of Event | 1963 |
| Authors | Mehta, S C; Vora, M N; |
| Area | Marketing (MAR) |
| Discipline | Marketing, Organizational Behaviour |
| Sector | Manufacturing |
| Country | India |
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