Pharmaceutical marketing influence on physicians’ prescription behavior

(A case study of Sudan)

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1.0  Introduction

            Similar to other industries in Sudan, pharmaceutical marketing is aimed at maximizing the profit levels of an organization by addressing the various wants and needs of consumers. According to Al Zahrani (2014, pp. 358), it is important to acknowledge that other commercial industries except pharmaceutical, consumers find it easy to make a choice regarding a brand due to the consistency with their prerequisites and necessities. Pharmaceutical marketing is tasked with the responsibility of reaching out to consumers who fall into distinct classes. Normally, in Sudan people go ahead to purchase drugs so that to cure a disease, however, the question remains with which product the consumer should buy as the ultimate choice depends on the physician. Ajuria et al. (2013, pp. 968), asserts that the marketing strategies utilized in the pharmaceutical industry concerning consumers involve purchasing consumers, prescribing physicians, and...