The Development of Scientific Marketing in the Twentieth Century

The global pharmaceutical industry is currently estimated to be worth $1 trillion. Contributors chart the rise of scientific marketing within the industry from 1920-1980. This is the first comprehensive study into pharmaceutical marketing, demonstrating that many new techniques were actually developed in Europe before being exported to America.

List of Contributors, List of Figures and Tables, Acknowledgements, Introduction - Jean-Paul Gaudillière and Ulrike Thomas, Part I: Marketing Research and Innovation, Part II: Marketing Tools and Visual Practices, Part III: In-House Biomedical Research and Marketing, Notes, Index