Pharmaceutical Marketing

jcm cover (i).qxd 25/11/2005 11:30 Page 1 ISBN 1-84544-855-3 ISSN 0736-3761 Volume 22 Number 7 2005 Journal of Consumer Marketing Pharmaceutical marketing Guest Editor: Ross Mullner www.emeraldinsight.com Journal of Consumer Marketing Volume 22, Number 7, 2005 ISSN 0736-3761 Pharmaceutical marketing Guest Editor Ross Mullner Contents 404 Global marketing of lifesaving drugs: an analogical model Oswald A. Mascarenhas, Ram Kesavan and Michael Bernacchi 412 Does DTC mean “direct to court”? Donna J. Cunningham and Rajesh Iyer 421 Pharmaceutical marketing on the internet: marketing techniques and customer profile Caˇlin Guraˇu 429 Direct-to-consumer advertising and young consumers: building brand value Erin E. Baca, Juan Holguin Jr and Andreas W. Stratemeyer Direct-to-consumer advertising of prescription drugs: help or hindrance to the public’s health? Greg Finlayson and Ross Mullner 432 Understanding the dynamics of the pharmaceutical market using a social marketing framework David Holdford Herbal product claims: boundaries of marketing and science Stephanie Y. Crawford and Catherine Leventis 437 Executive summary 442 Book reviews 447 Computer currency Edited by Dennis A. Pitta 449 Internet currency Edited by Dennis A. Pitta 451 Note from the publisher 362 Access this journal online 363 Editorial 364 Introduction 365 Misplaced marketing For the drugs we need Herbert Jack Rotfeld 369 379 388 397 Direct-to-consumer prescription drug advertising: a study of consumer attitudes and behavioral intentions Tanuja Singh and Donnavieve Smith Direct-to-consumer prescription drug advertising: concerns and evidence on consumers’ benefit Jaeun Shin and Sangho Moon Access this journal electronically The current and past volumes of this journal are available at: www.emeraldinsight.com/0736-3761.htm You can also search more than 100 additional Emerald journals in Emerald Fulltext www.emeraldinsight.com/ft and Emerald Management Xtra www.emeraldinsight.com/emx See page following contents for full details of what your access includes www.emeraldinsight.com/jcm.htm As a subscriber to this journal, you can benefit from instant, electronic access to this title via Emerald Fulltext. Your access includes a variety of features that increase the value of your journal subscription. How to access this journal electronically To benefit from electronic access to this journal you first need to register via the internet. Registration is simple and full instructions are available online at www.emeraldinsight.com/ admin Once registration is completed, your institution will have instant access to all articles through the journal’s Table of Contents page at www.emeraldinsight.com/0736-3761.htm More information about the journal is also available at www.emeraldinsight.com/jcm.htm Our liberal institution-wide licence