Marketing public relations

Eagle, Lynne (2004) Marketing public relations. In: Kitchen, Philip J., and De Pelsmacker, Patrick, (eds.) Integrated Marketing Communications: a primer. Routledge, London, UK, pp. 77-91.

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[Extract] Case study: The Demise of the Pan-pharmaceutical

In mid-2003, the suspension, on the grounds of having uncovered evidence of serious product safety and quality breaches (TGA, 2003), of the manufacturing licence of Australasia's largest manufacturer of herbal, vitamin, and nutritional supplements resulted in a series of product recalls: some 1,800 products were withdrawn in Australia and 11500 in New Zealand, making this by far the largest product recall in Australasian history. The company Pan-Pharmaceuticals1 manufactured not only its own product range, but also contract-manufactured products for a large number of companies under a range of brand names. The bulk of the affected company's activities were based in the Australian market, with the organization supplying 40 per cent of the Australian complementary medicines market, however, 15 per cent of its total sales were in the New Zealand market and smaller quantities of Pan-manufactured stock were available in some 40 countries. The impact of the withdrawal was therefore felt in countries as diverse as Vietnam, the UK, and Canada. The unprecedented scale of the withdrawal across so many brands had the potential for contamination of the reputations not only of the companies whose products were produced by Pan, but also companies who did not use Pan in any way, and impacted on the complementary and alternative medicines category as a whole.

Item ID: 20468
Item Type: Book Chapter (Research - B1)
ISBN: 978-0-415-31421-3
Keywords: marketing PR, integrated marketing communications
Date Deposited: 04 Dec 2017 05:34
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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