The purpose of this e-book 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, this e-book will provide many new insights into the benefits and pitfalls of pharmaceutical marketing.
Purpose - To delineate confusions and uncertainties of the issues surrounding those criticisms. Critics assert that all marketing of medical products is abusive, while actual impacts are disputed.
Design/methodology/approach - Pulling from past commentaries on pharmaceutical marketing and current criticisms of the practice, to indicate areas of confusion.
Findings - The ills of pharmaceutical marketing are not as great as critics presume, but the practices are not as positive as the companies might wish to assert. With uncertainty on the actual impact of specific practices, the companies are engaging in a certain degree of warfare via ever-increasing budgets of sometimes-questionable value.
Practical implications - Puts criticisms of pharmaceutical marketing in context.
Originality/value - Perspectives for understanding pharmaceutical marketing.
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- Access this journal online
- Editorial
- Introduction
- Misplaced marketing For the drugs we need
- Herbert Jack Rotfeld
- Direct-to-consumer prescription drug advertising: a study of consumer attitudes and behavioral intentions
- Tanuja Singh and Donnavieve Smith
- Direct-to-consumer advertising and young consumers: building brand value
- Erin E. Baca, Juan Holguin Jr and Andreas W. Stratemeyer
- Understanding the dynamics of the pharmaceutical market using a social marketing framework
- David Holdford
- Direct-to-consumer prescription drug advertising: concerns and evidence on consumers’ benefit
- Jaeun Shin and Sangho Moon
- Global marketing of lifesaving drugs: an analogical model
- Oswald A. Mascarenhas, Ram Kesavan and Michael Bernacchi
- Does DTC mean “direct to court”?
- Donna J. Cunningham and Rajesh Iyer
- Pharmaceutical marketing on the internet: marketing techniques and customer profile
- Ca¡ lin Gura¡u
- Direct-to-consumer advertising of prescription drugs: help or hindrance to the public’s health?
- Greg Finlayson and Ross Mullner
- Herbal product claims: boundaries of marketing and science
- Stephanie Y. Crawford and Catherine Leventis
- Executive summary
- Book reviews
- Computer currency
- Edited by Dennis A. Pitta
- Internet currency
- Edited by Dennis A. Pitta
- Note from the publisher
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