| Description |
1 online resource (92 pages) |
| Series |
Journal of consumer marketing, 0736-3761 ; v. 22, no. 7 |
|
Journal of consumer marketing ; v. 22, no. 7
|
| 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 |
| Summary |
Annotation The purpose of this title is to address some of the complex and controversial issues posed by pharmaceutical marketing. Specifically, articles in this work will address the impact of direct-to-consumer advertising of drugs, the marketing of drugs over the Internet, pharmaceutical companies' marketing policies, and the marketing of herbal products, which are not regulated by the United States Food and Drug Administration (FDA). Hopefully, it will provide many new insights into the benefits and pitfalls of pharmaceutical marketing. Originally published as Journal of Consumer Marketing (2005, Vol. 22, No. 7) |
| Bibliography |
Includes bibliographical references |
| Notes |
Print version record |
| Subject |
Marketing.
|
|
Pharmacology -- Marketing
|
|
Marketing
|
|
marketing.
|
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BUSINESS & ECONOMICS -- Industries -- Pharmaceutical & Biotechnology.
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Marketing
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| Form |
Electronic book
|
| Author |
Mullner, Ross M.
|
| ISBN |
1845448561 |
|
9781845448561 |
|
