The Roles of Marketing, Product Quality, and Price Competition in the Growth and Composition of the U.S. Antiulcer Drug Industry

Ernst R. Berndt and Linda T. Bui, The Economics of New Goods (University of Chicago Press, 1996), chap. 7, https://www.nber.org/books-and-chapters/economics-new-goods/roles-marketing-product-quality-and-price-competition-growth-and-composition-us-antiulcer-drug.