corner
Healthy Skepticism
Join us to help reduce harm from misleading health information.
Increase font size   Decrease font size   Print-friendly view   Print
Register Log in

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

 

  Healthy Skepticism on RSS   Healthy Skepticism on Facebook   Healthy Skepticism on Twitter

Please
Click to Register

(read more)

then
Click to Log in
for free access to more features of this website.

Forgot your username or password?

You are invited to
apply for membership
of Healthy Skepticism,
if you support our aims.

Pay a subscription

Support our work with a donation

Buy Healthy Skepticism T Shirts


If there is something you don't like, please tell us. If you like our work, please tell others.

Email a Friend