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Article ID: CBB001320755

Standardizing Selling. Pharmaceutical Marketing, the Pharmaceutical Company and the Marketing Expert (1900--1980) (2013)

History and Technology
Volume: 29, no. 2
Issue: 2
Pages: 169-187

Publication Date: 2013
Edition Details: Part of a special issue on the 20th century marketing and advertising of pharmaceuticals.
Language: English

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Pharmaceutical industry Marketing techniques Medicine and science, relationships Professions and professionalization Advertising Science and industry Drug use Chemical drugs 20th century, early 20th century 20th century, late United States Germany

ADVERTISING -- Drugs *PHARMACEUTICAL industry -- History *BUSINESS enterprises *CORPORATE history *MARKETING *HISTORY *CIVILIZATION GERMANY AMERICAN influences 20TH century Author-Supplied Keywords: advertising drug industry drugs history of medicine marketing pharmaceutical companies pharmaceuticals professionalization Abstract: This paper investigates the development of pharmaceutical marketing in Germany between 1900 and 1980. Based on material from business archives, it demonstrates that such marketing developed from practice and the theoretical reasoning supporting it followed later. The standard narrative of marketing handbooks presents its development as the result of the period after World War II and of American influences. In contrast, this article points to the 1930s as the most important phase, a time in which the field of market research took shape, with major impacts on producers and consumers, sellers, and buyers. The period after the 1950s, especially in the 1970s, brought some change, but it was primarily a matter of scale and scope, combining statistical methods with opinion research and its sophisticated tools. [ABSTRACT FROM PUBLISHER]

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Article Gaudillière, Jean-Paul; Thoms, Ulrike (2013) Pharmaceutical Firms and the Construction of Drug Markets: From Branding to Scientific Marketing. History and Technology (pp. 105-115). unapi

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