Glocal pharma : international brands and the imagination of local masculinity / Ericka Johnson, Ebba Sjögren, and Cecilia Åsberg.

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Employing the case study of the emergence, representation and regulation of Viagra in the Swedish market, this book offers analyses of commercial material, medical discourses and legal documents to show how a Swedish, Viagra-consuming subject has been constructed in relation to the drug and how Viag...

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Bibliographic Details
Uniform Title:	Global connections (Routledge (Firm))
Main Authors:	Johnson, Ericka, 1973- (Author) Sjögren, Ebba (Author) Åsberg, Cecilia (Author)
Language:	English
Published:	London : Routledge, Taylor & Francis Group, 2016.
Series:	Global connections (Routledge (Firm))
Subjects:	Pharmaceutical industry > Management. Globalization > Social aspects. Pharmaceutical industry > Marketing. Sildenafil > Sweden > Marketing > Case studies. Masculinity in advertising. Direct-to-Consumer Advertising. Sildenafil Citrate > therapeutic use. Erectile Dysfunction > drug therapy. Erectile Dysfunction > psychology. Medicalization. Masculinity. Drug Industry > methods. Sweden. Pharmaceutical industry. Impotence. BUSINESS & ECONOMICS / Industries / General. Arzneimittelmarkt. Männer. Schweden.
Genre:	Case studies.
Physical Description:	vi, 125 pages ; 24 cm.
Format:	Book

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