A New Concept of Over-the-Counter(OTC)Drugs Marketing——Emotional Marketing
- VernacularTitle:非处方药市场营销的新理念——情感营销
- Author:
Lu CHEN
;
Jinjiang KANG
;
Yuexian ZHANG
- Publication Type:Journal Article
- Keywords:
OTC;
OTC drug market;
Emotional marketing
- From:
China Pharmacy
2001;0(07):-
- CountryChina
- Language:Chinese
-
Abstract:
OBJECTIVE:To search a new concept of marketing for the dog-eat-dog OTC drug market.METHODS:The concept of emotional marketing was explained and the application of which in each link of the OTC drug marketing was ana-lyzed.RESULTS&CONCLUSION:The consumption of OTC drugs has come into to an emotional marketing stage.Adopting emotional marketing strategy,seizing consumer's psychology and moving customers by real affection can consolidate status of OTC drugs in the trade war.
