This book brings together in one handy volume all the information needed to understand - and to adapt to - the present prescribing climate, offering practical guidance and comprehensive, authoritative coverage. Various initiatives designed to influence primary care prescribing are described, as well as current national (UK) and international prescribing patterns. Chapters on the development, licensing, and marketing of drugs provide important background for all those making prescribing choices. Research on how doctors choose drugs is reviewed, to help prescribers understand their current prescribing choices and make the best decisions possible. However, `rational prescribing' is broader than just choosing the right drug, and this is dealt with in all its aspects. The authors have drawn from a range of backgrounds and include practising general practitioneers, primary care academics, and pharmaceutical company advisers. Topics covered include: the economics of prescribing, the impact of NHS reforms, the use of over- the-counter medicines, the role of the pharmacist, and the use of homeopathic remedies. This concise guide will be a valuable reference for all those involved in prescribing, including GPs, nurse prescribers, pharmacists, and pharmaceutical company staff.