The political economy of pharmaceutical marketing channels: a conceptual framework

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

Clinical Therapeutics 15(4): 739-751

1993


ISSN/ISBN: 0149-2918
PMID: 8221824
Document Number: 416829
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 policy, 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.

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