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Master Thesis

Comment les pratiques commerciales et marketing peuvent-elles accompagner la mutation de l’économie de l’officine ?

Abstract : The economic environment in which the pharmacy evolves has become more complex. Indeed, various government reforms aiming to reduce health expenditures have gradually weakened its economy. Therefore, new forms of remuneration and new areas of expertise have emerged around the profession. The pharmacist can redefine his prerogatives around a modern way of exercise and gradually improve the performance of his business. The marketing approach appears as an essential tool for the growth of the company. Its main objective is to target the offer based on the needs and expectations of customers. This approach initially studies analysis of the surrounding market, then constructs itself on an adapted pricing policy on a targeted selection of products to market on an effective internal communication and finally on an appropriate distribution particularly through a consistent merchandising. Similarly, pharmacists must give particular importance to the sustainability of their customer’s relationships through adequate marketing much focussed on customer orientation and marketing through various tools at his disposal. The outlook of the pharmacy for the future are well described in terms of structural organization, internal space planning services and provided specializations. In sum, the pharmacist holds the key for his future in the diversification and enhancement of various practice areas.
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Master Thesis
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https://dumas.ccsd.cnrs.fr/dumas-01196340
Contributor : Bu Carreire Université de Bordeaux <>
Submitted on : Wednesday, September 9, 2015 - 4:09:54 PM
Last modification on : Sunday, October 25, 2020 - 7:04:55 AM
Long-term archiving on: : Monday, December 28, 2015 - 11:15:15 PM

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  • HAL Id : dumas-01196340, version 1

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Yonah Charlery. Comment les pratiques commerciales et marketing peuvent-elles accompagner la mutation de l’économie de l’officine ?. Sciences pharmaceutiques. 2015. ⟨dumas-01196340⟩

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