Journal of Consumer Marketing: Volume 22 Issue 7

For the drugs we need

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…

Direct‐to‐consumer prescription drug advertising: a study of consumer attitudes and behavioral intentions

To determine whether direct‐to‐consumer prescription drug advertising influences consumers' behavioral intentions.

Direct‐to‐consumer advertising and young consumers: building brand value

Direct‐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

The 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

The 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

In 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”?

The 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

Attempts 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?

The 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

The purpose of this article is to explore boundaries in marketing and science with respect to labeled claims of herbal products and other dietary supplements.

The 18 Immutable Laws of Corporate Reputation

ageless marketing: Strategies for Reaching the Hearts & Minds of the New Customer Majority

Celebration of Fools: An Inside Look at the Rise and Fall of JCPenney