Contents

**Preface XI**


Chapter 8 **Community Pharmacy Marketing in the New Era: A Global Picture of Extended Community Pharmacy Services 129** Mohamed Azmi Hassali, Nazri Nordin, Azmi Sarriff and Fahad Saleem

Preface

are included.

Marketing is an extensive and complex discipline, involving economic and social behaviour. There are different definitions for the concept of marketing in the history of marketing. Con‐ sidering all these definitions and approaches, it should not be forgotten that marketing is a

Considering the fact that the concept of marketing began to be discussed in academic litera‐ ture in the 1950s, it is obvious that the concept extends to the beginning of human history. In this historical process, marketing has also changed, and evolution from traditional to modern approaches has been observed. The presence of a dynamic structure in the focus of marketing indicates that both different approaches and theoretical and practical debates will continue. The studies in this book are grouped under two headings. The first one is strategic market‐ ing and the second is marketing and society. In the strategic marketing section, there are studies related to new product development, platform marketing strategy, consumer pur‐ chasing behaviours, organizational innovation, etc. In the second part of the book, studies regarding social marketing, empowerment of women workers, community perception, etc.

The studies in the book are assessed as contributions to academic writing both in the theo‐ retical framework and in practice. Especially, different practice areas include suggestions and conclusions that may influence managers and businesses in the field of marketing.

I congratulate the authors of the works in this book and hope that the book will be beneficial

**Sonyel Oflazoğlu**

Turkey

Hatay Mustafa Kemal University

synthesis of many different sciences and disciplines.

both to the academic community and to the practitioners.
