ABSTRACT
Learning Objectives: After reading this chapter and working through the case, the reader will be able to:
1. Describe the role and importance of marketing in a twenty-first-century retail pharmacy
2. Analyze the environmental factors impacting the market for a pharmacy
Introduction to Pharmacy Marketing ..................................................................... 216 Marketing Mix and the 4 Ps ................................................................................... 217
Product .............................................................................................................. 218 Total Product Offering .................................................................................. 218
Price...................................................................................................................220 Cost-Based Pricing .......................................................................................220 Demand-Based Pricing .................................................................................220
