Orientacja aktywności zarządzania marketingowego a działalność operacyjna aptek ogólnodostępnych w Polsce
Orientation of marketing management and operational activities of retail pharmacies in Poland

Summary/Abstract: The market activity of retail pharmacies, i.e. facility providing pharmaceutical services to the final customer, arouses growing interest of research centers and business practitioners. The attractiveness of the pharmaceutical market results from the high dynamics of development and relatively low barriers to entry, hence the growing interest of entrepreneurs in investing in the pharmacy market. The growing number of retail pharmacies has contributed to the increase in the intensity of competitive processes on the market by forcing specific models of action – orientations of pharmacies’ activity. This article presents the basic types of activity of retail pharmacies in their operating activity on the pharmaceutical market. An comprehension and marketing application index was used to categorize pharmacies, which after the modification was used to construct an authorial system of multidimensional assessment of comprehension and marketing application in a pharmacy.

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