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17425. Marketing Prescription Drugs. This paper provides an overview and analysis of Big Pharma’s prescription drug marketing, considering the economic, political, social and ethical aspects of this issue. Following a definition of the issue and an identification of the major stakeholders, the paper analyzes drug manufacturers’ prescription drug marketing, looking at both marketing/promotion to doctors through sales representatives or “detailers” and direct-to-consumer marketing through consumer-oriented advertising and promotions. Policymakers’ and regulators’ response to prescription drug marketing are considered. The concluding section offers recommendations to practicing managers in the pharmaceutical industry about appropriate responses to the challenges and opportunities presented by prescription drug marketing. KEYWORDS: pharmaceutical prescription drug marketing advertising medical ethics healthcare costs. 20 pages, 134 footnotes, 53 bibliographic sources. 4,697 words.   $133


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