Perception of promoting activity in Romanian supply chain of chemical substances: A complex statistical analysis

Abstract

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.