Previous studies have demonstrated that betahistine, an histamine-like substance used widely as an anti-vertigo drug, can decrease ampullar receptor resting discharge without affecting their mechanically evoked responses. Pharmacokinetic studies have shown that this drug is transformed, mainly at the hepatic level, into aminoethylpyridine (M1), hydroxyethylpyridine (M2), then excreted with the urine as pyridylacetic acid (M3). The goal of the present study was to investigate whether betahistine metabolites are also able to affect vestibular receptor activity. Results demonstrated that, in the range tested (10(-7)-10(-2) M), M2 and M3 exerted no effect, whereas M1, at concentrations higher than 10(-6) M, was able to reduce the resting discharge of ampullar receptors without affecting the evoked responses. M1 therefore exerts effects similar to those of betahistine on ampullar receptors. This might be of some clinical interest. On the basis of our data, the hypothesis may be put forward that the anti-vertigo action of betahistine is at first achieved by betahistine itself and then sustained by M1.
Purpose of the paper: The purpose of this paper is to analyse the strategic and integrated use of communication and distribution.Methodology: The selection of case studies and the analytical procedure rest on grounded theory methodology.Findings: The analysis of three case studies shows a gradual shift in consumer goods industries from traditional marketing communication to in-store marketing, including digital stores. The success of the companies that have experienced the integrated communication and distribution strategy seems to rely on leveraging on distribution channels as means of communication and not only of selling.Research limits: This contribution has limitations. In particular, we relied on a qualitative analysis based on three case studies, so we can only support an analytical generalization of our findings.Practical implications: The analysed companies have developed strong brand value and a proactive approach to innovation, changing traditional market rules and applying an innovative integration between communication and distribution. They have been able to create a new distribution and communication model based on the intersection between the following three marketing drivers: ambient (store), people and the web.Originality of the paper: The investment and financial consequences are discussed.
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