Misplaced marketing “Mine is the blue one on the left”: function and dysfunction of pharmaceutical brand names
Herbert Jack Rotfeld
(Professor of Marketing, Auburn University, Auburn, Alabama, USA)
1359
Abstract
Looks at the use of brand names in the pharmaceutical industry in comparison with generic versions. Gives a brief history of brand name development. Concludes that brand names for pharmaceutical drugs should be banned since this is open to abuse in the area of cost enhancement.
Keywords
Citation
Rotfeld, H.J. (2002), "Misplaced marketing “Mine is the blue one on the left”: function and dysfunction of pharmaceutical brand names", Journal of Consumer Marketing, Vol. 19 No. 5, pp. 377-379. https://doi.org/10.1108/07363760210437605
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited