Pharmaceutical marketing / guest editor Ross Mullner.

Format:

Book

Contributor:

Mullner, Ross M.

Series:

Journal of consumer marketing ; v.22, no. 7

Language:

English

Subjects (All):

Marketing.

Pharmacology--Marketing.

Pharmacology.

Physical Description:

1 online resource (92 p.)

Edition:

1st ed.

Place of Publication:

Bradford, England : Emerald Group Publishing, c2005.

Language Note:

English

Summary:

Today, pharmaceutical companies are increasing theirmarketing budgets to advertise directly to the consumer.This spiraling effort has begun to attract the attention of bothconsumer advocacy groups, as well as the federal government(in the USA), in terms of taking a closer look at the effects ofsuch advertising efforts. In July of 2005, the US SenateMajority leader asked pharmaceutical marketers to voluntarilystop their direct-to-consumer advertising during a drug's firsttwo years on the market. The ability for a pharmaceuticalcompany to affect both the physician (who can prescribe aspecific dr

Contents:

Contents; Editorial; Introduction; For the drugs we need; Direct-to-consumer prescription drug advertising: a study of consumer attitudes and behavioral intentions; Direct-to-consumer advertising and young consumers: building brand value; Understanding the dynamics of the pharmaceutical market using a social marketing framework; Direct-to-consumer prescription drug advertising: concerns and evidence on consumers' benefit; Global marketing of lifesaving drugs: an analogical model; Does DTC mean "direct to court"?

Pharmaceutical marketing on the internet: marketing techniques and customer profileDirect-to-consumer advertising of prescription drugs: help or hindrance to the public's health?; Herbal product claims: boundaries of marketing and science; Executive summary; Book reviews; Computer currency; Internet currency; Note from the publisher

Notes:

Description based upon print version of record.

ISBN:

1-280-50980-5

9786610509805

1-84544-856-1

OCLC:

62587836