By Mickey C. Smith
Within the moment half the 20th century, 20 percentage (10,000) of all retail druggists have been Rexall druggists. Now there are none, and this publication explains why!
The Rexall tale: A historical past of Genius and overlook indicates how an excellent and winning business/pharmacy enterprise was once allowed to fail via carelessness and an inattention to the unique formulation of the corporate. From the distinguished genius of Louis Liggett—who all started United Drug in 1903—to the business’s death approximately seventy five years later, this crucial textual content offers you new perception into the drugstore undefined.
With The Rexall tale, pharmacists, pharmacy and company educators, and historians alike can see how Louis Liggett single-handedly remodeled the retail drug enterprise utilizing cutting edge enterprise practices and regulations. writer Mickey C. Smith, editor of the Journal of analysis in Pharmaceutical Economics and crucial writer and editor of the seminal booklet Pharmaceutical advertising and marketing: ideas, surroundings and Practices, makes use of his services to provide an explanation for how Louis Liggett’s innovations have been such a success within the undefined. This booklet explores intimately his verbal exchange and promotion abilities, his ideas in doing enterprise, and his progressive innovations for preserve his company filthy rich.
utilizing inner files, pictures, and direct fees from radio promotions, and the reminiscences of former Rexall staff, this ebook chronicles Rexall’s tale, together with:
- the beginnings of Rexall—its origins and growth, foreign Rexall golf equipment, and the exceptional efforts of Liggett and his franchisees
- the “Dear Pardner” letters (1903-1923)—unprecedented in “Big company” even at the present time, those have been own letters among Liggett and his humans
- the Rexall “family”—conversations and correspondence with former “Rexallites,” taking pictures how the retirees felt in regards to the corporation sooner than and after its downfall
- the purchase and advertising of the goods of the Rexall Drug Company—including medicinal items, sweet, water, cigars, stationery, and toiletries, between others
- expense concerns for either the drug shop proprietor and his customers—“store manufacturers” and the Rexall One Cent Sale
- the distribution of Rexall—moving offers, channel relationships, education classes, and conventions
- record-breaking promotional ideas—“Rexall Ad-Vantages” and different revealed media, radio indicates comparable to Rexall’s Parade of Stars and Rexall’s Magic Hour, The Phil Harris/Alice Faye convey, and The Rexall teach
during this exciting paintings of Americana, you’ll see how a pioneering drug salesman became a dream into what was once at one time the biggest retail drug chain within the nation. but this is often additionally the tale of that dream’s dying, that indicates how—under the authority of Justin Dart—the unique suggestion of Rexall unraveled till the franchises have been all canceled, leaving little yet a reputation and thoughts.
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