Healthy Skepticism Library item: 3970
Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.
 
Publication type: Journal Article
Montagne M.
Social exchange, values, and the marketing of pharmaceuticals
Journal of Pharmaceutical Marketing & Management 1989; 3:(3):45-55
Abstract:
The social exchange perspective has been identified by the marketing discipline as the foundation for theory development. The origins and evolution of the exchange perspective, from a sociological viewpoint, are reviewed with an emphasis on the advantages and disadvantages of this perspective in explaining or predicting social behavior. Issues related to the rationality of human decision making, the accessibility of information, the awareness of alternatives, and the assessment of value of products and services need to be considered and studied if this approach becomes the dominant way to market pharmaceuticals.
Keywords:
*analysis/United States/marketing/social exchange/sociology/ethics/values/ETHICAL ISSUES IN PROMOTION: COMPANY STANDARDS/PROMOTIONAL STRATEGIES: INDUSTRY