haku: @indexterm Sales promotion / yhteensä: 268
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| Tekijä: | Rod, M. Saunders, S. |
| Otsikko: | The informative and persuasive components of pharmaceutical promotion |
| Lehti: | International Journal of Advertising
2009 : VOL. 28:2, p. 313-349 |
| Asiasana: | advertising sales promotion relationship marketing consumer behaviour consumer attitudes literature case studies pharmaceutical industry North America |
| Kieli: | eng |
| Tiivistelmä: | This paper aims to review the literature on pharmaceutical (henceforth as: ph-c.) promotion (here as: prmt.), highlighting the areas of contention. The traditional methods used to promote ph-c. products are explored. It is questioned: 'If the objective of prmt. is to inform, persuade and remind the customer about why they should consider a particular product or brand, why is the prmt. of pharmaceutical products so contentious?' Presented are the results of an exploratory case study dealing with healthcare practitioner and ph-c. sales representative attitudes towards ph-c. prmt. It is concluded with some thoughts on how information-based and persuasion-based ph-c. prmt. can coexist. |
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