THE IMPACT OF THE LEADERSHIP PIVOTAL ROLE AND MARKETING STRATEGIES IN THE PROMOTION OF LOCAL INDEPENDENT PHARMACIES FROM BRAILA

Olimpia DUMITRIU Buzia, Adelina Dumitriu, Viorica Tanase and Nela Mardare

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2018, vol. 12, issue 1, 620-630

Abstract: This paper aims at revealing the results of a study conducted on a sample of independent pharmacies from Braila, based on how to promote them among patients from Braila versus pharmacies. The paper also investigates the effectiveness of pharmaceutical management and marketing strategies applied by these independent pharmacies in order to provide incentives to patients. We aimed at identifying patients' information sources about these independent pharmacies, becoming brands among the pharmacies in Braila.

Keywords: brand; pharmaceutical leadership; promotion strategy. (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:12:y:2018:i:1:p:620-630

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