The political economy of pharmaceutical marketing channels: A conceptual framework

W. R. Doucette, J. C. Schommer, J. B. Wiederholt

Research output: Contribution to journalReview articlepeer-review

5 Scopus citations

Abstract

The political economy framework is presented as a guide to investigate pharmaceutical marketing channels. Based on the framework, pharmaceutical marketing channels are conceptualized as four interacting areas: the environment, the economy, the polity, and the performance of the channel. Examples of this approach are illustrated. The usefulness of the framework for future research and management of pharmaceutical marketing channels is discussed, and strengths and weaknesses are identified.

Original languageEnglish (US)
Pages (from-to)739-751
Number of pages13
JournalClinical Therapeutics
Volume15
Issue number4
StatePublished - Sep 22 1993

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