Gray marketing of pharmaceuticals.
Pharmaceutical marketers in the European Union are constrained by regulated prices, opening up opportunities for gray marketers. The authors investigate the legal framework that regulates gray markets by summarizing and analyzing relevant European Court of Justice decisions that favor gray marketers and actually foster parallel trade. Before marketing managers can develop effective strategies in this marketplace, they must first understand the precedents of the legal system in which they will be operating.
Chaudhry
P E
PE
Department of Management, Villanova University, PA, USA.
Walsh
M G
MG
D003132:Commerce / Q000331:legislation & jurisprudence*; D016527:Drug Costs; D004345:Drug Industry / Q000191:economics / Q000331:legislation & jurisprudence / Q000458:organization & administration*; D004465:Economic Competition / Q000331:legislation & jurisprudence*; D005060:Europe; D005062:European Union; D007880:Legislation, Drug; D009936:Organizational Innovation; D010934:Planning Techniques; D014481:United States