Marketing Scholars' Roles in the Policy Arena: An Opportunity for Discourse on Direct-to-Consumer Advertising.

Item request has been placed! ×
Item request cannot be made. ×
loading   Processing Request
Read Online Read More Add to Saved list
  • Additional Information
    • Abstract:
      Focuses on direct-to-consumer (DTC) advertising of prescription drugs. Origin of DTC advertising; Advantage of DTC advertising discourse to marketing academics; Web site for DTC advertising discourse; Overview of a survey of marketing experts.