Beneficial Effects of Forms of Information Support to OTC Drugs from the Perspective of Clients of Brick-and-Mortar Pharmacies
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25310%2F13%3A39899107" target="_blank" >RIV/00216275:25310/13:39899107 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Beneficial Effects of Forms of Information Support to OTC Drugs from the Perspective of Clients of Brick-and-Mortar Pharmacies
Original language description
Launch of any new product and its sale, including over-the-counter (OTC) drugs, should be supported with a suitably chosen information support, targeted counselling and effective marketing communication campaigns. In doing so, it is necessary to respectthe legal regulation of marketing communications for the product category and the extent to which purchasers of this product will be affected in purchasing by various forms and tools of communication activities. This article first describes the constraints of communication activities given by legislative regulation on marketing communications of OTC drugs in the Czech Republic and defines forms of information support, suitable for this category of products. It then summarizes results of quantitative research among clients of brick-and-mortar pharmacies in the Czech Republic, focused on the perception of the benefits of various forms of information support, counselling in particular.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
<a href="/en/project/GAP403%2F12%2F1279" target="_blank" >GAP403/12/1279: Tools for strengthening the long-term relationships with customers based on integration and cooperation of value network subjects</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)
Others
Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Recent Researches in Business Administration, Product Design and Marketing
ISBN
978-960-474-325-4
ISSN
2227-460X
e-ISSN
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Number of pages
10
Pages from-to
11-20
Publisher name
WSEAS Press
Place of publication
Stevens Point
Event location
Chania
Event date
Aug 27, 2013
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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