LEADER 03096nam 2200601Ia 450 001 9910825282703321 005 20200520144314.0 010 $a1-280-50980-5 010 $a9786610509805 010 $a1-84544-856-1 035 $a(CKB)1000000000242944 035 $a(EBL)254007 035 $a(OCoLC)62587836 035 $a(SSID)ssj0000220592 035 $a(PQKBManifestationID)11201757 035 $a(PQKBTitleCode)TC0000220592 035 $a(PQKBWorkID)10155948 035 $a(PQKB)11416769 035 $a(MiAaPQ)EBC254007 035 $a(Au-PeEL)EBL254007 035 $a(CaPaEBR)ebr10103483 035 $a(CaONFJC)MIL50980 035 $a(OCoLC)133161899 035 $a(EXLCZ)991000000000242944 100 $a20000815d2005 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 00$aPharmaceutical marketing /$fguest editor Ross Mullner 205 $a1st ed. 210 $aBradford, England $cEmerald Group Publishing$dc2005 215 $a1 online resource (92 p.) 225 0 $aJournal of consumer marketing ;$vv.22, no. 7 300 $aDescription based upon print version of record. 311 $a1-84544-855-3 327 $aContents; 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"? 327 $aPharmaceutical 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 330 $aToday, pharmaceutical companies are increasing theirmarketing budgets to advertise directly to the consumer.This spiraling effort has begun to attract the attention of bothconsumer advocacy groups, as well as the federal government(in the USA), in terms of taking a closer look at the effects ofsuch advertising efforts. In July of 2005, the US SenateMajority leader asked pharmaceutical marketers to voluntarilystop their direct-to-consumer advertising during a drug's firsttwo years on the market. The ability for a pharmaceuticalcompany to affect both the physician (who can prescribe aspecific dr 606 $aMarketing 606 $aPharmacology$xMarketing 615 0$aMarketing. 615 0$aPharmacology$xMarketing. 676 $a338.476151 701 $aMullner$b Ross M$01130200 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910825282703321 996 $aPharmaceutical marketing$94073223 997 $aUNINA