Marketing and Retail Pharmacy
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ISBN-13:
9781857752021
Veröffentl:
1996
Erscheinungsdatum:
01.07.1996
Seiten:
174
Autor:
Colin Gilligan
Gewicht:
254 g
Format:
234x156x10 mm
Sprache:
Englisch
Beschreibung:
Based on the authors' experiences of working with a wide variety of retail pharmacies, this book is designed to provide pharmacists with a clear understanding of the nature of marketing, and the ways it can contribute to the effective management of their business
The challenges facing pharmacies; so what is marketing?; developing the customer-centred pharmacy - the first few steps; environmental pressures and the parable of the boiled frog; planning for success (part one) - assessing your planning skills; planning for success (part two) - developing the marketing plan; using the marketing audit and the marketing effectiveness review to assess the true level of the pharmacy's capability - revisiting your strengths and weaknesses; developing the pharmacies marketing mix; setting the standards of customer care - the Blackpool rock phenomenon; internal marketing, leadership and teamworking - fighting the Napoleonic complex; implementing the plan and making things happen.
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