Marketing for Pharmacists / Edition 2

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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: 8/7/2007
  • Series: 2, #2
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 333
  • Product dimensions: 6.00 (w) x 9.00 (h) x 9.00 (d)

Table of Contents

Preface
Acknowledgments
Pt. I Foundations of Marketing
1 Introduction to Marketing 3
2 Important Marketing Concepts 18
Pt. II Marketing Pharmacist Services
3 Characteristics of Services 39
4 Managing Service Performance 61
5 Designing Pharmacy Services 75
Pt. III Consumer Behavior
6 Consumer Behavior 103
7 Consumers' Evaluation of Service 122
Pt. IV Marketing Strategy
8 Strategic Marketing Planning 143
9 Marketing Strategies 169
Pt. V Segmentation and Promotion
10 Market Segmentation 197
11 Marketing Communication 223
Pt. VI Pricing and Placing Pharmacist Services
12 Pricing Pharmacist Services 245
13 Channels of Distribution 265
Index 289
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