International Journal of Pharmaceutical and Healthcare Marketing: Volume 8 Issue 2
Table of contents
Pioneering advantage in generic drug competition
Yu Yu, Sachin GuptaThe purpose of this paper is to take a close look at competition among the generic entrants during the first three years after patent expiration and examine whether there is a…
Comparative effectiveness research and the rise of orphan indications
Sarah Jeffers, Mark Slomiany, Rema Bitar, Sarah Kruse, Mahmud HassanThe purpose of this paper is to show the link between the comparative effectiveness research (CER) and the interest in developing drugs for rare disease by the pharmaceutical…
Impact of celebrity endorsements in disease-specific direct-to-consumer (DTC) advertisements: An elaboration likelihood model approach
Brent Rollins, Nilesh Bhutada– The purpose of this paper is to analyze the effects on consumer response between disease-specific advertising containing a celebrity compared to a non-celebrity endorser.
Relationship between direct-to-consumer advertising and consumers’ decision-making
Abdel-Aziz Ahmad Sharabati, Hamzeh Salim Khraim, Rami Atta Khateeb– The purpose of the study is to investigate the influence of direct-to-consumer advertising (DTCA) on consumers’ decision-making (CDM).
CyberRx: Emerging social media marketing strategy for pharmaceuticals
Charles Scott Rader, Zahed Subhan, Clinton D. Lanier, Roger Brooksbank, Sandra Yankah, Kristin SpearsThe purpose of this paper is to assess the state of the art in social media and pharmaceutical marketing through empirical analysis of online consumer conversations. Proliferation…
Quality alone is not enough to be trustworthy: The mediating role of sincerity perception
Jason Perepelkin, David Di ZhangThe aim of this paper is to argue that quality alone is not enough; pharmacies need to develop a rapport with their customers and convey sincerity. Community (retail) pharmacy is…
ISSN:
1750-6123e-ISSN:
1750-6131ISSN-L:
1750-6123Online date, start – end:
2007Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr. Avinandan Mukherjee