Beneficial Effects of Forms of Information Support to OTC Drugs from the Perspective of Clients of Brick-and-Mortar Pharmacies

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Beneficial Effects of Forms of Information Support to OTC Drugs from the Perspective of Clients of Brick-and-Mortar Pharmacies

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Beneficial Effects of Forms of Information Support to OTC Drugs from the Perspective of Clients of Brick-and-Mortar Pharmacies

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

<a href="/cs/project/GAP403%2F12%2F1279" target="_blank" >GAP403/12/1279: Nástroje posilování dlouhodobých vztahů se zákazníky na bázi integrace a spolupráce subjektů hodnotové sítě</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Recent Researches in Business Administration, Product Design and Marketing

ISBN

978-960-474-325-4

ISSN

2227-460X

e-ISSN

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Počet stran výsledku

10

Strana od-do

11-20

Název nakladatele

WSEAS Press

Místo vydání

Stevens Point

Místo konání akce

Chania

Datum konání akce

27. 8. 2013

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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