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The Impact Of The Leadership Pivotal Role And Marketing Strategies In The Promotion Of Local Independent Pharmacies From Braila

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  • Olimpia DUMITRIU BUZIA
  • Adelina DUMITRIU
  • Viorica TANASE
  • Nela MARDARE

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.

Suggested Citation

  • Olimpia DUMITRIU BUZIA & Adelina DUMITRIU & Viorica TANASE & Nela MARDARE, 2018. "The Impact Of The Leadership Pivotal Role And Marketing Strategies In The Promotion Of Local Independent Pharmacies From Braila," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(1), pages 620-630, November.
    • Handle: RePEc:rom:mancon:v:12:y:2018:i:1:p:620-630
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    References listed on IDEAS

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    1. Pedroso, Marcelo Caldeira & Nakano, Davi, 2009. "Knowledge and information flows in supply chains: A study on pharmaceutical companies," International Journal of Production Economics, Elsevier, vol. 122(1), pages 376-384, November.
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