The political economy of pharmaceutical marketing channels: a conceptual framework.
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.
Doucette
W R
WR
University of Utah, College of Pharmacy, Salt Lake City.
Schommer
J C
JC
Wiederholt
J B
JB
D017850:Economics, Pharmaceutical; D008389:Marketing of Health Services / Q000639:trends*; D010593:Pharmaceutical Services / Q000191:economics / Q000639:trends; D011057:Politics