Kierunki zmian orientacji rynkowej aptek
New directions for marketing in the pharmaceutical market

Summary/Abstract: The aim of this article is to present key challenges for pharmaceutical companies for networks and individual pharmacies in the field of marketing tools application, in the era of social responsibility of business management. Previous application of marketing instruments seems to be not only ineffective but also unethical and socially irresponsible. Therefore it is proposed to cooperate – producers with pharmacies and wholesalers, to provide full service in the field of pharmacological treatment. It is about the implementation of pharmaceutical care.

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