Marketing is all

BMJ 1997; 315 doi: (Published 23 August 1997) Cite this as: BMJ 1997;315:0

One of the nice things about a general journal is its ability to cover, and link, very disparate events. Two mentioned in this issue probably couldn't be much further apart—the 10th world conference on tobacco or health next week in Beijing and the Edinburgh festival. What links them, together with several other pieces, is that 20th century discipline: marketing.

To start with, Gerard Hastings and his colleagues provide a brief lesson in marketing as they dissect the way that the tobacco companies use the four marketing areas of product development, distribution, pricing, …

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