In the pharmaceutical production chain, the communication between pharmacies and medicine distributors are important. The aim of this research is to analyze-using complex statistical methods-the pharmacist’s perception of promoting activity in relation with medicine distributors in Brasov and Mures. Our results have implications in marketing communication in the pharmaceutical sector in Romania being a first study that demonstrated the importance of pharmacists in their double role between the qualitative side, of satisfaction, and quantitative side, of sales.
Keywords: promotion, Romanian supply chain, medicine, statistical methods
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