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Read the article Narayanan, S., Desiraju, R., & Chintagunta, P. K. (2004) 'Return on investment implications for pharmaceutical promotional expenditures: the role of marketing-mix interactions', Journal of Marketing, 68 (4), pp. 90-105. In working out your responses to the Discussion Question, you should choose examples from your own experience or find appropriate cases on the Web that you can discuss. Credit will be given for references you make to relevant examples from real companies. Discuss three potential problems facing a United States pharmaceutical manufacturer who decides to advertise in Europe. Are these problems different from those the manufacturer would encounter when advertising in Asia? Please include real life examples.

Word Count : 700 words

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