Part I: Some Historical Perspectives on the Marketing of Medicines in the Twentieth Century

ABSTRACT

In Part I, the editor provides a brief look at early developments in the marketing of medicines, describes some of the most important elements in the marketing of medicines in the last half of the twentieth century, and offers some forecasts for pharmaceutical marketing in the twenty-first century.

KEYWORDS:

• Marketing history
• pharmacy history
• pharmaceutical pricing
• direct-to-consumer advertising