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Controversial Issues Surrounding Direct-to-Consumer Advertisements of Prescription Drugs

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Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference

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Abstract

Issues concerning the use of direct-to-consumer (DTC) advertisements of prescription drugs are explored. In addition, the background of the pharmaceutical industry as well as the history of DTC advertisements of prescription drugs are detailed.

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Author information

Authors and Affiliations

  1. Bloomsburg University, Coral Gables, USA

    Julie Toner Schrader

Authors
  1. Julie Toner Schrader
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Editor information

Editors and Affiliations

  1. Department of Marketing, University of Miami School of Business Administration, Coral Gables, Florida, USA

    Michael Levy

  2. Department of Marketing, University of Miami School of Business Administration, Coral Gables, Florida, USA

    Dhruv Grewal

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Schrader, J.T. (2015). Controversial Issues Surrounding Direct-to-Consumer Advertisements of Prescription Drugs. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_123

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