Integrated Marketing Communications of an Independent Pharmacy

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F18%3A43898952" target="_blank" >RIV/60076658:12510/18:43898952 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Integrated Marketing Communications of an Independent Pharmacy
Original language description
Seasonal leaflets are the leading and dominant form of the communication mix in the promotion of pharmaceuticals, from which the various types of sales promotion are derived. Independent pharmacies compete with chain pharmacies and e-shops. There are two ways how to revive their integrated marketing communications. They can either follow an example of successful chains or strengthen their competitive advantages given by their independence and flexibility. As it is not economically feasible to compete on a flat-rate basis in patient participation payments and over-thecounter assortment prices, it is not smart to imitate marketing communication. A community pharmacy can utilise knowledge of its customers and concentrate on the medicines most burden their patients. We recommend focusing on a few essential products (one to three) and making these offerings more visible in the pharmacy's retail space. We would follow the principle of "less is sometimes more" and focus on the quality of personal sales and expert advice
Czech name
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Czech description
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Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 12th International Scientific Conference INPROFORUM. Innovations, Enterprises, Regions and Management
ISBN
978-80-7394-726-2
ISSN
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e-ISSN
neuvedeno
Number of pages
6
Pages from-to
354-359
Publisher name
Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta
Place of publication
České Budějovice
Event location
České Budějovice
Event date
Nov 1, 2018
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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