Marketing and Retail Pharmacy

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.