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DTC: Taking stock of the impact to date.
- Source :
- Medical Marketing & Media; Sep99, Vol. 34 Issue 9, p120, 9p, 1 Color Photograph, 10 Black and White Photographs, 1 Chart
- Publication Year :
- 1999
-
Abstract
- Presents a roundtable discussion on direct-to-consumer (DTC) advertising of prescription drugs in the United States. Impact of DTC on health care marketing; Relationship between the medical and consumer agencies; Effects of DTC on the market research discipline; Physicians' attitudes toward DTC campaigns. INSET: Squaring the round-table, by Michael J. Sinapi..
- Subjects :
- DRUG advertising
PHARMACEUTICAL industry
Subjects
Details
- Language :
- English
- ISSN :
- 00257354
- Volume :
- 34
- Issue :
- 9
- Database :
- Complementary Index
- Journal :
- Medical Marketing & Media
- Publication Type :
- Periodical
- Accession number :
- 2293305