Integrated Marketing Communications of an Independent Pharmacy

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Integrated Marketing Communications of an Independent Pharmacy

Popis výsledku v původním jazyce

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&apos;s retail space. We would follow the principle of &quot;less is sometimes more&quot; and focus on the quality of personal sales and expert advice

Název v anglickém jazyce

Integrated Marketing Communications of an Independent Pharmacy

Popis výsledku anglicky

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&apos;s retail space. We would follow the principle of &quot;less is sometimes more&quot; and focus on the quality of personal sales and expert advice

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název statě ve sborníku

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

Počet stran výsledku

6

Strana od-do

354-359

Název nakladatele

Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta

Místo vydání

České Budějovice

Místo konání akce

České Budějovice

Datum konání akce

1. 11. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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