Marketing for Pharmacists / Edition 2

Marketing for Pharmacists / Edition 2

by David A. Holdford
     
 

"Marketing for Pharmacists" is based on the premise that marketing is not just a corporate function, but an activity that all pharmacists should undertake. Pharmacists in all settings can use the marketing ideas and techniques in this book to build their practices, develop innovative services, and generate business for their employers or organizations. This revised

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Overview

"Marketing for Pharmacists" is based on the premise that marketing is not just a corporate function, but an activity that all pharmacists should undertake. Pharmacists in all settings can use the marketing ideas and techniques in this book to build their practices, develop innovative services, and generate business for their employers or organizations. This revised edition has been thoroughly updated and includes a new chapter titled "Marketing Yourself". From the Back Cover For years pharmacy leaders and educators have been telling pharmacists and pharmacy students that they need to change current methods of practice. Marketing is a way to bring about change. Marketing for Pharmacists is based on the premise that marketing is not just a corporate function, but an activity all pharmacists should undertake. Pharmacists in hospitals and community settings can use marketing to build their practices, develop innovative services, and generate business for their employers or organizations. Readers of Marketing for Pharmacists will *Gain an appreciation for the need to market pharmacist services *Learn key marketing methods to help design and assess pharmacist services *Recognize different marketing strategies and understand their advantages and disadvantages *Understand ways to segment markets for pharmacist services *Learn how to develop a marketing plan and a promotional plan The book concludes with two chapters—Pricing Pharmacist Services and Channels of Distribution—authored by noted pharmacoeconomics expert Norman V. Carroll, PhD, Professor, Virginia Commonwealth University School of Pharmacy, Richmond. Marketing for Pharmacists will expose pharmacy students, practicing pharmacists, and pharmacy managers to marketing techniques and ideas that will make them more effective in meeting the needs and wants of their patients.

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Product Details

ISBN-13:
9781582121062
Publisher:
APhA Publications
Publication date:
08/07/2007
Series:
2, #2
Edition description:
New Edition
Pages:
333
Product dimensions:
6.00(w) x 9.00(h) x 9.00(d)

Table of Contents

Preface
Acknowledgments
Pt. IFoundations of Marketing
1Introduction to Marketing3
2Important Marketing Concepts18
Pt. IIMarketing Pharmacist Services
3Characteristics of Services39
4Managing Service Performance61
5Designing Pharmacy Services75
Pt. IIIConsumer Behavior
6Consumer Behavior103
7Consumers' Evaluation of Service122
Pt. IVMarketing Strategy
8Strategic Marketing Planning143
9Marketing Strategies169
Pt. VSegmentation and Promotion
10Market Segmentation197
11Marketing Communication223
Pt. VIPricing and Placing Pharmacist Services
12Pricing Pharmacist Services245
13Channels of Distribution265
Index289

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