Mickey C. Smith - Böcker

In the second half of the twentieth century, 20 percent (10,000) of all retail druggists were Rexall druggists. Now there are none, and this book explains why! The Rexall Story: A History of Genius and Neglect shows how a brilliant and successful business/pharmacy venture was allowed to fail through carelessness and an inattention to the original formula of the company. From the celebrated genius of Louis Liggettwho started United Drug in 1903to the business’s demise nearly 75 years later, this significant text will provide you with new insight into the pharmacy industry. With The Rexall Story, pharmacists, pharmacy and business educators, and historians alike can see how Louis Liggett single-handedly transformed the retail drug business using innovative business practices and policies. Author Mickey C. Smith, editor of the Journal of Research in Pharmaceutical Economics and principal author and editor of the seminal book Pharmaceutical Marketing: Principles, Environment and Practices, uses his expertise to explain how Louis Liggett’s techniques were so successful in the industry. This book explores in detail his communication and merchandising skills, his principles in doing business, and his revolutionary techniques for keep his business prosperous. Using internal documents, photographs, and direct quotes from radio promotions, and the recollections of former Rexall employees, this book chronicles Rexall’s story, including:the beginnings of Rexallits origins and expansion, International Rexall Clubs, and the unparalleled efforts of Liggett and his franchisees the Dear Pardner letters (1903-1923)unprecedented in Big Business even today, these were personal letters between Liggett and his people the Rexall familyconversations and correspondence with former Rexallites, capturing how the ret

In the second half of the twentieth century, 20 percent (10,000) of all retail druggists were Rexall druggists. Now there are none, and this book explains why! The Rexall Story: A History of Genius and Neglect shows how a brilliant and successful business/pharmacy venture was allowed to fail through carelessness and an inattention to the original formula of the company. From the celebrated genius of Louis Liggett—who started United Drug in 1903—to the business’s demise nearly 75 years later, this significant text will provide you with new insight into the pharmacy industry. With The Rexall Story, pharmacists, pharmacy and business educators, and historians alike can see how Louis Liggett single-handedly transformed the retail drug business using innovative business practices and policies. Author Mickey C. Smith, editor of the Journal of Research in Pharmaceutical Economics and principal author and editor of the seminal book Pharmaceutical Marketing: Principles, Environment and Practices, uses his expertise to explain how Louis Liggett’s techniques were so successful in the industry. This book explores in detail his communication and merchandising skills, his principles in doing business, and his revolutionary techniques for keep his business prosperous. Using internal documents, photographs, and direct quotes from radio promotions, and the recollections of former Rexall employees, this book chronicles Rexall’s story, including: the beginnings of Rexall—its origins and expansion, International Rexall Clubs, and the unparalleled efforts of Liggett and his franchisees the “Dear Pardner” letters (1903-1923)—unprecedented in “Big Business” even today, these were personal letters between Liggett and his people the Rexall “family”—conversations and correspondence with former “Rexallites,” capturing how the ret

Reflecting the fascinating and dramatic changes in pharmacy, pharmaceutical education, and the pharmaceutical industry in recent years, this authoritative volume focuses on the practice of marketing both prescription and nonprescription medications. In a dozen comprehensive chapters, author Mickey Smith highlights the economic social, and legal aspects of marketing pharmaceutical products, examines the consumers and prescribers, and explores successful marketing, pricing, and distributions strategies. The text explains in detail how marketing is conducted, gives examples of successful marketing, and presents “real world” cases to illustrate the technical points.Written from the industry perspective, Pharmaceutical Marketing enables those involved in marketing on a daily basis to greater understand the functions of pharmaceutical marketing and consequently, plan more carefully and accurately, their marketing strategies. Those entering the field of marketing pharmaceutical products--sales people, assistant product managers, marketing staff--and government policymakers in the drug field, will gain a greater understanding of the industry. You will benefit from the information on the marketing mix--product, promotion, distribution, and pricing; marketing environments; corporate and competitive analysis; and market and marketing research as presented in this unique book.An invaluable reference for anyone involved in pharmaceutical marketing, this excellent book will be of great benefit not only to market researchers but also to chain-store executives, wholesale executives, and detail men, especially those new to these positions. In addition the book will serve as a good text for graduate and undergraduate students in pharmaceutical marketing programs. Although consciously directed at those who would or do practice pharmaceutical marketing,this highly readable book will also provide an understanding of the functions of pharmaceutic