... in the United States.’ Emst R. Bemdt is professor of applied economics at the Sloan School of Management at the Massachusetts Institute of Technology. Linda T. Bui is assistant professor of ... M, be the stock of marketing effort at the end of month t (as measured by the stocks of journal advertising and detailing minutes), let 6 be the monthly rate of de- preciation of this ... the goal of mar- keting for SmithKline was to convince more and more physicians of the utility of H,-antagonists in treating ulcer patients. They, and no other firm, reaped the rewards of...