Beyond the 4Ps: using relationship marketing to build value and demand for pharmacy services.

@article{Doucette2002BeyondT4,
  title={Beyond the 4Ps: using relationship marketing to build value and demand for pharmacy services.},
  author={William R. Doucette and Randal P. McDonough},
  journal={Journal of the American Pharmaceutical Association},
  year={2002},
  volume={42 2},
  pages={
          183-93; quiz 193-4
        }
}
  • W. Doucette, R. McDonough
  • Published 1 March 2002
  • Business, Medicine
  • Journal of the American Pharmaceutical Association
More than a decade ago, Hepler and Strand1,2 introduced the concept that the therapeutic relationship between pharmacist and patient was an integral component of pharmaceutical care. They saw pharmaceutical care as “a covenantal relationship between a patient and a pharmacist in which the pharmacist performs drug use control functions (with appropriate knowledge and skill) governed by the awareness of and commitment to the patient’s interest.”1,3 An empathetic and trusting pharmacist–patient… 
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PART ONE: DOMAIN, EVOLUTION AND GROWTH OF RELATIONSHIP MARKETING: ALTERNATIVE PERSPECTIVES The Domain and Conceptual Foundations of Relationship Marketing - Atul Parvatiyar and Jagdish N Sheth
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