search query: @author Molina, N. / total: 6
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| Author: | Molina, N. |
| Title: | Analyse Marketing du marche des produits O.T.C. = Marketing research relative to over the counter products |
| Journal: | Revue Francaise du Marketing
1990 : 4(129), p. 61-72 |
| Index terms: | MARKETING RESEARCH PRODUCTS PHARMACEUTICAL INDUSTRY OVER THE COUNTER MARKET MEDICINE |
| Language: | fre |
| Abstract: | Some characteristics of the marketing research of the medical and pharmaceutical products are examined. Particularly, the ways of development on the market of over the counter products are investigated. The main data about this market in France are presented and analyzed. Special attention is paid to the importance of packaging. The psychological effects of the colours chosen for packaging purposes are studied. The phenomenon of choosing medicine without any professional assistance is examined. The pharmacist's role is considered. Arguments are presented that consumers should get more authentic information about the products of pharmaceutical industry. |
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