The effects of DTCA on patient compliance: Exploring the impact of endorser selection and message tonality on patients with diabetes

Author: Bergner Kai N.   Falk Tomas   Heinrich Daniel   Hölzing Jörg A.  

Publisher: Emerald Group Publishing Ltd

ISSN: 1750-6123

Source: International Journal of Pharmaceutical and Healthcare Marketing, Vol.7, Iss.4, 2013-11, pp. : 391-409

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