Marketing strategies in small animal clinical practice

dc.contributor.authorSoares, Jose Antonio
dc.contributor.authorBaptista Galvao, Andre Luiz [UNESP]
dc.contributor.authorShigaki de Matos, Lucas Vinicius [UNESP]
dc.contributor.authorPierucci, Julia Cestari [UNESP]
dc.contributor.authorSaraiva Bresciani, Katia Denise [UNESP]
dc.contributor.authorPizzinatto, Nadia Kassouf
dc.contributor.institutionFac Integradas Itapetininga
dc.contributor.institutionUniversidade Estadual Paulista (Unesp)
dc.contributor.institutionUniv Metodista Piracicaba
dc.date.accessioned2018-11-26T17:40:54Z
dc.date.available2018-11-26T17:40:54Z
dc.date.issued2017-01-01
dc.description.abstractPurpose - Marketing strategies can be used to leverage business in the service sector, specifically in veterinary medicine; among other benefits, it can make a difference in satisfaction and consequent customer loyalty. Marketing should be used with ethics and professionalism due is one administration area that contributes to effective management in the continuous pursuit of quality in the provision of services and demonstrate that veterinary clinics have much to gain if managed with support of marketing strategies. This paper aims to analyze the applicability of marketing strategies in the management of small animal clinics, such as guidelines to the entrepreneurs of this services sector. Design/methodology/approach - Marketing literature is plentiful in proposing alternative strategies, whether focused on the achievement and loyalty of customers, whether to raise the competitiveness of an organization or simply to its survival in the market. In this study, some marketing strategies were selected, on secondary data research, in theoretical framework, to investigate their application in the practice of veterinary medicine. This study emphasizes promotional strategy toward communication with the market and construction of organizational image, using public relations as marketing strategy. Findings - The use of marketing strategies is recommended in the management of small animal clinical practice, especially with respect to the high customer satisfaction by streamlining the procedures and optimizing veterinary services provision. Originality/value - This study is different because it proposes an integrated system of management techniques in veterinary organizations, which will lead to better efficiency of attendance, adding value to the service provided and generating greater profitability for the organization, which positively reflects on the economic point of view and for the image of the company and its professionals, providing a better quality of life for both clients and their pets.en
dc.description.affiliationFac Integradas Itapetininga, Itapetininga, Brazil
dc.description.affiliationUniv Estadual Paulista, Fac Agr & Vet Sci, Jaboticabal, Brazil
dc.description.affiliationUniv Estadual Paulista, Fac Vet Med, Dept Support Prod & Hlth, Aracatuba, Brazil
dc.description.affiliationUniv Metodista Piracicaba, Piracicaba, Brazil
dc.description.affiliationUnespUniv Estadual Paulista, Fac Agr & Vet Sci, Jaboticabal, Brazil
dc.description.affiliationUnespUniv Estadual Paulista, Fac Vet Med, Dept Support Prod & Hlth, Aracatuba, Brazil
dc.format.extent235-247
dc.identifierhttp://dx.doi.org/10.1108/IJPHM-12-2015-0057
dc.identifier.citationInternational Journal Of Pharmaceutical And Healthcare Marketing. Bingley: Emerald Group Publishing Ltd, v. 11, n. 3, p. 235-247, 2017.
dc.identifier.doi10.1108/IJPHM-12-2015-0057
dc.identifier.fileWOS000411345500002.pdf
dc.identifier.issn1750-6123
dc.identifier.urihttp://hdl.handle.net/11449/163305
dc.identifier.wosWOS:000411345500002
dc.language.isoeng
dc.publisherEmerald Group Publishing Ltd
dc.relation.ispartofInternational Journal Of Pharmaceutical And Healthcare Marketing
dc.relation.ispartofsjr0,250
dc.rights.accessRightsAcesso aberto
dc.sourceWeb of Science
dc.subjectEntrepreneurship
dc.subjectMarketing in veterinary medicine
dc.subjectPet market
dc.subjectVeterinary clinic
dc.subjectVeterinary market
dc.titleMarketing strategies in small animal clinical practiceen
dc.typeResenha
dcterms.rightsHolderEmerald Group Publishing Ltd

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