From Advertisment to Marketing: Pharmaceutical Enterprises, Patients, Physicians and the Construction of Medical Markets

该项目将分析现代药物的营销，作为了解现代医疗市场的启发式方法。工业大规模生产，营销中传播媒体的使用，医疗市场（住院或门诊治疗）的专业化和差异化，市场的日益国际化，以及最后但并非最不重要的第二次世界大战后“治疗革命”的祝福和承诺：所有这些趋势都允许参与者，机构，利益和权力结构的更复杂网络的演变。该项目将重点放在20世纪（1914-1990），作为法国和西德之间的比较研究，作为一种“历史交叉”（纠缠的历史），发展（科学营销）在他们自己特定的国家效应中。对于美国在将研究与营销相结合方面取得的成功所带来的挑战，尤其如此。在每个国家的具体研究、商业、法律和社会制度中找到了哪些答案？在与美国营销方法的对抗中，法国和德国的营销文化发展出了什么样的文化？

The project will analyze the marketing of modern drugs as an heuristic approach for understanding the modern medical market. The industrial mass production, the use of communications media in marketing, the specialization of and the differentiation within the medical market (inpatient or outpatient treatment), the increasing internationalization of the market and last but not least the blessings and promises of the post World War II "therapeutic revolution": All these trends have allowed for the evolution of an ever more complex network of actors, institutions, interests, and power structures. With the focus on a short 20th century (1914-1990) the project is conceived of as a comparative study between France and West Germany, as an "histoire croisee" (entangled history) which developments (scientific marketing) in their own specific national effects. This will especially be the case for the challenge posed by the US-American success in combining research with marketing. Which answers were found in each country-specific research, business, law, and social systems? What kind of French and German cultures of marketing developed out of the confrontation with American marketing methods?