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The Early Days of Marketing and Marketing Strategies at Kaštel Plc. (1920 – 1945)

Stella Fatović-Ferenčić
Silvija Brkić Midžić

Puni tekst: hrvatski, pdf (2 MB) str. 211-222 preuzimanja: 109* citiraj
APA 6th Edition
Fatović-Ferenčić, S. i Brkić Midžić, S. (2018). Početci i strategije marketinga tvornice Kaštel d. d. (1920. – 1945.). Medicus, 27 (2 Sumamed), 211-222. Preuzeto s https://hrcak.srce.hr/214617
MLA 8th Edition
Fatović-Ferenčić, Stella i Silvija Brkić Midžić. "Početci i strategije marketinga tvornice Kaštel d. d. (1920. – 1945.)." Medicus, vol. 27, br. 2 Sumamed, 2018, str. 211-222. https://hrcak.srce.hr/214617. Citirano 28.01.2020.
Chicago 17th Edition
Fatović-Ferenčić, Stella i Silvija Brkić Midžić. "Početci i strategije marketinga tvornice Kaštel d. d. (1920. – 1945.)." Medicus 27, br. 2 Sumamed (2018): 211-222. https://hrcak.srce.hr/214617
Harvard
Fatović-Ferenčić, S., i Brkić Midžić, S. (2018). 'Početci i strategije marketinga tvornice Kaštel d. d. (1920. – 1945.)', Medicus, 27(2 Sumamed), str. 211-222. Preuzeto s: https://hrcak.srce.hr/214617 (Datum pristupa: 28.01.2020.)
Vancouver
Fatović-Ferenčić S, Brkić Midžić S. Početci i strategije marketinga tvornice Kaštel d. d. (1920. – 1945.). Medicus [Internet]. 2018 [pristupljeno 28.01.2020.];27(2 Sumamed):211-222. Dostupno na: https://hrcak.srce.hr/214617
IEEE
S. Fatović-Ferenčić i S. Brkić Midžić, "Početci i strategije marketinga tvornice Kaštel d. d. (1920. – 1945.)", Medicus, vol.27, br. 2 Sumamed, str. 211-222, 2018. [Online]. Dostupno na: https://hrcak.srce.hr/214617. [Citirano: 28.01.2020.]

Sažetak
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.

Ključne riječi
Kaštel Plc.; pharmaceutical industry; pharmaceutical marketing; Pavao Gavranić; advertising design; 20th century; Croatia

Hrčak ID: 214617

URI
https://hrcak.srce.hr/214617

[hrvatski]

Posjeta: 157 *