International Journal of Pharmaceutical and Healthcare Marketing: Volume 16 Issue 1


Table of contents

Culture and attitudes towards contraception of women in subsistence markets: the role of values and social axioms

Divaries Cosmas Jaravaza, Fanny Saruchera

The purpose of this paper is to investigate the effects of culture on attitudes to contraception by rural-based women in a developing economy.

Branded vs. Generic drugs: the role of self-perceived seriousness of disease

Andrea Sestino, Cesare Amatulli

This study aims at exploring the role of perceived disease seriousness in consumers’ preference for generic versus branded drugs, by shedding light on new factors impacting…

Maslow’s theory for preventive healthcare in India – a content analysis approach

Komal Chopra

The purpose of the study was to apply Maslow’s hierarchy of needs to understand consumer motivation for preventive health care in India using content analysis.

Smart advertising in prescription only medication; aligning it with prescriber’s or consumer’s behavior

Mesay Moges Menebo

This study has four objectives. First is to investigate and compare the immediate and carryover effects of four pharmaceutical marketing tools (prescriber detailing, medical…

Logistic planning for pharmaceutical supply chain using multi-objective optimization model

Mohammad Mahdi Ershadi, Mohamad Sajad Ershadi

Appropriate logistic planning for the pharmaceutical supply chain can significantly improve many financial and performance aspects. To this aim, a multi-objective optimization…

The influence of direct-to-physician promotion towards physicians’ prescription behaviour in Malaysia

Sardar Md Humayun Kabir, Suharni Maulan, Noor Hazilah Abd Manaf, Zaireena Wan Nasir

The purpose of this paper is to investigate the influence of direct-to-physician promotion on physicians’ prescription behaviour. There were very few studies which have…

Knowledge, attitude, utilisation and satisfaction of traditional Chinese medicine in Hong Kong

Tommy K.C. Ng, Man Fung Lo, Ben Y.F. Fong

Traditional Chinese medicine (TCM) had a long history and has been widely practiced worldwide. TCM includes acupunctures, herbal medicine and chiropractic. However, limited…

The impact of customer-centric business strategies on customer relationship management: pharmaceutical field-force perspective

Muhammad Azeem, Sania Aziz, Jawad Shahid, Aamir Hayat, Munir Ahmed, Muhammad Imran Khan

In a modern business scenario, firms have implemented customer-centric approaches to enable customer relationship management (CRM) to trigger business excellence. Business…

Cover of International Journal of Pharmaceutical and Healthcare Marketing



Online date, start – end:


Copyright Holder:

Emerald Publishing Limited

Open Access:



  • Dr. Avinandan Mukherjee