Medicines, in their various forms, are an important part of daily life and health for many consumers across diverse cultures. However, beliefs and trust inherent in treatment are - at best - poorly understood. Major dislocation of trust occurs when the media report medical scandals, or when...

Purpose – The mandatory withdrawal of almost 2,000 complementary and alternative medicines, manufactured under contract on behalf of multiple brand names, primarily in the Australian and New Zealand markets, provides an opportunity to examine the impact on sales levels and both brand and...

Purpose – This research paper aims to examine the theoretical and practical applicability of integrated marketing communications. Design/methodology/approach – Presents the findings from a two‐country qualitative study concerning the phenomenon. The research used survey methodology to...