Guest editorial

Eagle, Lynne, and Dahl, Stephan (2016) Guest editorial. Marketing Intelligence and Planning, 34 (7). pp. 902-904.

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[Extract] This special issue of MIP presents a selection of papers that examine different aspects of a large and very diverse sector with some unique characteristics. For example, while pharmaceutical sales representatives promote prescription medication to physicians, it is the latter who make the decisions regarding the most appropriate medication for specific patients. Global sales of prescription medication were estimated to be US$936.5 billion in 2014 (Lindsley, 2015). Global promotional expenditure data is not available, but there are numerous concerns about several aspects of pharmaceutical marketing including direct costs such as promotion to physicians, direct-to-consumer promotion (ostensibly permitted only in the USA and in New Zealand, but increasingly global due to increasing use of digital media) and polarized claims regarding its impact on prescribing decisions (Ahn et al., 2014; Guet al., 2011). It is evident both from the papers in this issue and from the wider academic literature that there are also numerous ethical issues evident in the sector's s practices (see, e.g. Wei and Delbaere, 2015); some of these are analyzed in detail in the papers within this issue. These papers indicate that many of the ethical issues and dilemmas in the sector are not readily resolved within existing regulatory frameworks.

Item ID: 46217
Item Type: Article (Editorial)
ISSN: 1758-8049
Date Deposited: 01 Nov 2016 02:58
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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