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Title:
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A NEW DEBATE FOR TURKISH PHYSICIANS: E-DETAILING |
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Author(s):
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Keti Ventura, Miray Baybars, Ayla Özhan Dedeo?lu |
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ISBN:
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978-972-8939-49-6 |
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Editors:
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Mário Macedo |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Detailing, electronic detailing, pharmaceutical companies, physician attitudes |
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Type:
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Full Paper |
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First Page:
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137 |
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Last Page:
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144 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The study presents an empirical analysis of the attitudes of Turkish physicians towards e-detailing practices compared to face-to-face (F2F) detailing. The findings reveal that although physicians have positive perceptions and attitudes toward e-detailing, in some points they are still undecided and/or have doubts. The structural model of the antecedents and the attitudes revealed that affect, convenience and informative content are the major factors that influence the attitude of Turkish physicians in a positive manner, whereas the personal interaction is found to be a negative factor. Physicians age and frequency of calls received from the representatives are moderators. The present study can be seen as an addition to pharmaceutical marketing, an under-researched study field in Turkey and e-detailing in particular. |
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