The global pharmaceutical industry is currently estimated to be worth $1 trillion. Contributors to this volume chart the rise of scientific marketing within the industry between 1920 and 1980. Case studies cover the development of new drugs such as the contraceptive pill, and the ever closer integration of clinical research with subsequent marketing campaigns. Techniques became ever more sophisticated and subtle using an increasing range of media such as film. This is the first comprehensive study into pharmaceutical marketing, demonstrating that many new techniques were actually developed in Europe before being exported to America.
