Prescription drug advertising : the effectiveness of pitching directly to consumers / by Subir Sengupta.
"Prescription drug manufacturers have traditionally promoted their products by direct-to-physician advertising, direct mail, and mostly with help of field sales forces called "detailing". In recent years, however, the competition in the prescription drug market in the U.S. has heated...
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| Format: | Manuscript Book |
| Language: | English |
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| Summary: | "Prescription drug manufacturers have traditionally promoted their products by direct-to-physician advertising, direct mail, and mostly with help of field sales forces called "detailing". In recent years, however, the competition in the prescription drug market in the U.S. has heated up." |
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| Item Description: | A paper presented to the Division of the AEJMC (Association for Education in Journalism and Mass Communication), Miami Beach, FL August 2002. |
| Physical Description: | 20 pages ; 28 cm |
| Reproduction Note: | Photocopy, |