IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-02926104.html
   My bibliography  Save this paper

Le marketing pharmaceutique est-il (encore) spécifique ?

Author

Listed:
  • Martine Gaillard

    (Faculté de Pharmacie, Université de Limoges)

  • Christian Dussart

    (ESCP Europe - Ecole Supérieure de Commerce de Paris)

Abstract

L'industrie pharmaceutique a été frappée de plein fouet par la mutation économique. Ce faisant, elle a été forcée de changer radicalement ses pratiques, notamment en matière de commercialisation de ses produits. D'une approche uniquement tournée vers la vente, elle est passée à une approche où le marketing cohabite avec la vente et s'est taillée une place de choix. Peut-on pour autant statuer sur l'existence d'un marketing pharmaceutique à part entière ? Que ce soit dans le domaine des médicaments éthiques, ou dans celui de l'OTC, la pratique du marketing reste fortement empreinte des techniques de la grande consommation. Et les résultats sont probants.

Suggested Citation

  • Martine Gaillard & Christian Dussart, 1997. "Le marketing pharmaceutique est-il (encore) spécifique ?," Post-Print halshs-02926104, HAL.
    • Handle: RePEc:hal:journl:halshs-02926104
    DOI: 10.7193/DM.011.81.86
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-02926104. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.