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.