Table of contents - Special Issue: Pharmaceutical marketing
Guest Editors: Ross Mullner
For the drugs we need
Herbert Jack RotfeldTo delineate confusions and uncertainties of the issues surrounding those criticisms. Critics assert that all marketing of medical products is abusive, while actual impacts are…
Direct‐to‐consumer prescription drug advertising: a study of consumer attitudes and behavioral intentions
Tanuja Singh, Donnavieve SmithTo determine whether direct‐to‐consumer prescription drug advertising influences consumers' behavioral intentions.
Direct‐to‐consumer advertising and young consumers: building brand value
Erin E. Baca, Juan Holguin, Andreas W. StratemeyerDirect‐to‐consumer advertising (DTCA) is a pervasive element in society today. Consumers have responded accordingly by becoming more knowledgeable, developing specific perceptions…
Understanding the dynamics of the pharmaceutical market using a social marketing framework
David HoldfordThe objectives of this paper are to describe the “affordable drugs movement” and present a social marketing framework to place major developments within a meaningful theoretical…
Direct‐to‐consumer prescription drug advertising: concerns and evidence on consumers' benefit
Jaeun Shin, Sangho MoonThe purpose of this study is to provide an overview of the economic and clinical impacts of direct‐to‐consumer (DTC) advertising on consumers and physicians.
Global marketing of lifesaving drugs: an analogical model
Oswald A. Mascarenhas, Ram Kesavan, Michael BernacchiIn light of the desire to bring about an increase in the global distribution of lifesaving drugs at affordable prices, the purpose of this paper is to focus on the global…
Does DTC mean “direct to court”?
Donna J. Cunningham, Rajesh IyerThe purpose of this paper is to investigate the changing legal landscape associated with the growth of advertising of prescription drugs directly to the consumer, and makes…
Pharmaceutical marketing on the internet: marketing techniques and customer profile
Caˇlin GuraˇuAttempts to investigate the perceived advantages and risks associated with online pharmaceutical transactions, and on this basis, to propose a specific segmentation of consumers.
Direct‐to‐consumer advertising of prescription drugs: help or hindrance to the public's health?
Greg Finlayson, Ross MullnerThe purpose of this paper is to review the issues regarding direct‐to‐consumer advertising that have been identified in the literature from the perspective of consumers, consumer…
Herbal product claims: boundaries of marketing and science
Stephanie Y. Crawford, Catherine LeventisThe purpose of this article is to explore boundaries in marketing and science with respect to labeled claims of herbal products and other dietary supplements.
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel