A Discriminant Analysis of the Strategic Marketing Planning Practices Affecting the Performance of Retail Pharmacy Business Organizations in the Australian Health Industry
Gabriel O Ogunmokun, Hariman Kasuma

The retail pharmacy/chemist in the health industry is one of the most highly regulated industries in Australia. It is also a very important part of the health care system, providing prescriptions and OTC (over the counter) medications. However, 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.

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