A study of the strategic marketing practices influencing the performance of retail pharmacies in the Australian health industry

Ogunmokun, Gabriel O., Kasuma, Hariman, and Rose, Janelle (2010) A study of the strategic marketing practices influencing the performance of retail pharmacies in the Australian health industry. In: Proceedings of 4th Biennial Conference of the Academy of World Business, Marketing and Management Development (4), pp. 569-577. From: 4th Biennial Conference of the Academy of World Business, Marketing and Management Development, 12 - 15 July 2010, Oulu, Finland.

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Abstract

Most research concerning strategic marketing planning practices has been concentrated on large manufacturing companies with very little or no research to investigate the strategic marketing planning practices of Pharmaceutical Chemist stores. This paper will present the results of an exploratory study that was designed to identify the aspects of the strategic marketing planning practices that differentiate retail pharmacies with low level of performance from those with a high-level of performance.

Item ID: 15361
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: strategic marketing, strategic marketing planning practices, retail pharmacies, health industry
ISBN: 978-0-9752272-3-7
Date Deposited: 21 Apr 2011 00:02
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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