Integrating Public Policy and Public Affairs in a Pharmaceutical Marketing Program: The AIDS Pandemic
Author(s)
Kennedy, Charlse R.; Harris, Fredrick H. deB.; Lord, Michael
Abstract
High prices in United States and western European markets and political and legal risks to intellectual property protection has caused severe strain to the profit-driven traditional business model of the pharmaceutical industry, particularly to life saving drugs for AIDS, because of the national security implications of the pandemic. An integrative marketing program that combines corporate and governmental policies alongside key stakeholders in discovering new AIDS drugs and their delivery to global markets is examined.
