摘要：This study examines the factors influencing general practitioners' prescription behaviour. It differs from previous studies in that the subject is homeopathic medicines and not pharmaceutical drugs. The literature indicates very particular behaviour patterns of doctors prescription behaviour. The present study provides evidence which contradicts the previous studies. There is thus evidence that what applies to the prescription of ethical pharmaceutical drugs does not apply to the prescription of alternative homeopathic medicines. It follows that marketing practices for alternative medicines should differ from those used by pharmaceutical companies.
