Medicus, Vol. 27 No. 2 Sumamed, 2018.
Review article
The Early Days of Marketing and Marketing Strategies at Kaštel Plc. (1920 – 1945)
Stella Fatović-Ferenčić
Silvija Brkić Midžić
Abstract
The development of pharmaceutical industry is accompanied by a specific type of marketing. In Croatia, pharmaceutical marketing can be traced back to the years following World War 1, when the national pharmaceutical industry began to emerge. Using written and visual sources as well as various museum artefacts, the paper presents the marketing of the Croatian pharmaceutical company Kaštel Plc., founded in 1920, and the efforts the company put into the visual design, presentation and consumer recognition of its products. The company developed and used various marketing strategies, from advertisements in publications, exhibitions and intensive cooperation with physicians, which included visits and exchange of expertise published in journals, to the publishing of the company journal Medicus, postcards, leaflets, personal organizers, etc. Professional designer Pavao Gavranić was engaged in the shaping of the visual identity of Kaštel’s products early on, which contributed to the development and promotion of industrial design on the territory of Croatia.
Keywords
Kaštel Plc.; pharmaceutical industry; pharmaceutical marketing; Pavao Gavranić; advertising design; 20th century; Croatia
Hrčak ID:
214617
URI
Publication date:
31.10.2018.
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