The informative and persuasive components of pharmaceutical promotion - An argument for why the two can coexist

The objective of this paper is to review the literature on pharmaceutical promotion, highlighting the areas of contention.

The informative and persuasive components of pharmaceutical promotion – An argument for why the two can coexist

Michel Rod and Sarena SaundersVictoria University of Wellington

INTRODUCTION

Numerous authors have concluded that relationship marketing (RM) represents a paradigm shift in marketing (Grönroos 1990, 1994; Parvatiyar et al.1992; Webster 1992; Sheth & Parvatiyar 1993, 1995) – from a preoccupation with the 'four Ps' of the marketing mix and short-term, transaction-orientated goals to long-term relationship-building goals. The RM literature has thus emphasised the identification and operationalisation of various factors believed to be important in developing and maintaining collaborative/cooperative...

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