title: Communicating nutraceuticals: A multi-stakeholder perspective from a developing nation.
abstract: Nutraceuticals, a combination of nutrition and pharmaceutical, have grown rapidly as a product globally. Nutraceuticals can be advertised directly to consumers as well as prescribed, and thus involve multiple stakeholders in the marketing communication process. The present study investigates the marketing communication aspects of nutraceuticals using 216 semistructured in-depth interviews including all stakeholders in the process such as company/brand, physicians, pharmacists, and consumers. The findings bring out the role of each participant in the communication process and a comprehensive picture of the same. The insights would facilitate the nutraceutical brands to understand and implement marketing effective communication strategies.
authors.affiliation: a Department of Marketing , Mudra Institute of Communications , Ahmedabad , India.
authors.forename: Varsha
authors.initials: V
authors.lastname: Jain
authors.affiliation: b Department of Marketing , Indian Institute of Management Udaipur , Udaipur , India.
authors.forename: Subhadip
authors.initials: S
authors.lastname: Roy
authors.affiliation: c Department of Account Planning, DDB Mudra Group , Mumbai , India.
authors.forename: Neha
authors.initials: N
authors.lastname: Damle
authors.affiliation: a Department of Marketing , Mudra Institute of Communications , Ahmedabad , India.
authors.forename: Khyati
authors.initials: K
authors.lastname: Jagani
mesh_terms: D003142:Communication; D003258:Consumer Behavior; D003906:Developing Countries; D019587:Dietary Supplements / Q000706:statistics & numerical data*; D004345:Drug Industry / Q000458:organization & administration; D006801:Humans; D007194:India; D007407:Interviews as Topic; D040541:Marketing / Q000379:methods*; D010595:Pharmacists; D010817:Physician-Patient Relations; D010820:Physicians
keywords: Conceptual model; India; in-depth interviews; integrated marketing communication; multi-stakeholders; nutraceuticals