The Diffusion of a Pharmaceutical Innovation in Ireland Available to Purchase

Discusses marketing problems associated with the introduction of new products that are often amenable to analysis and solution through using behavioural principles. Proposes that studies of innovation diffusion can therefore provide excellent case illustrations of the analytical power of associated consumer behaviour theory and the contribution that this theory makes to marketing decision making. Reports findings on the diffusion of a new ethical drug among doctors in Ireland. States that the importance of a highly trained and well‐informed salesforce cannot be overstressed.