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La stratégie marketing de l'entreprise officinale

Author

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  • Xavier Moinier

    (CRIEF [Poitiers] - Centre de recherche sur l'intégration économique et financière - UP - Université de Poitiers = University of Poitiers)

Abstract

En développant les fondamentaux du marketing appliqués à la gestion officinale, cet ouvrage donne aux pharmaciens actuels ou futurs des clés pour comprendre et analyser leur environnement professionnel. L'objectif de cette démarche est donc d'aider les pharmaciens à acquérir des outils afin d'élaborer une stratégie de prospection et de fidélisation de leurs patients, puis de se positionner par rapport aux groupements, aux enseignes et au marché en général. Dans un secteur où la concurrence se développe de plus en plus, il devient essentiel de maîtriser les notions et les méthodes marketing : outre le conseil, la distribution et la prescription, le rôle commercial du pharmacien est ainsi déterminant.

Suggested Citation

  • Xavier Moinier, 2006. "La stratégie marketing de l'entreprise officinale," Post-Print hal-01286852, HAL.
    • Handle: RePEc:hal:journl:hal-01286852
    as

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    Keywords

    pharmacy ; marketing ; strategy;
    All these keywords.

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