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Pharmaceutical marketing /

Annotation

Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Mullner, Ross M.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bradford, England : Emerald Group Pub., Ã2005.
Colección:Journal of consumer marketing ; v. 22, no. 7.
Temas:
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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