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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. It explains how marketing techniques can benefit retail pharmacy, and includes questions and checklists, examples and case histories.
Colin Gilligan (Author) Robin Lowe (Author) Peter Cattee (Author)
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.
