Based on the authors' experiences of working with a wide variety of retail pharmacies, this book is designed to provide pharmacists with a clear understanding of the nature of marketing, and the ways it can contribute to the effective management of their business

Based on the authors' experiences of working with a wide variety of retail pharmacies, this book is designed to provide pharmacists with a clear understanding of the nature of marketing, and the ways it can contribute to the effective management of their business. It explains how marketing techniques can benefit retail pharmacy, and includes questions and checklists, examples and case histories.