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Dr. Bentley is a professor in the Department of Pharmacy Administration and a research professor in the Research Institute of Pharmaceutical Sciences, at the University of Mississippi, School of Pharmacy. He received his BS in pharmacy and MBA from Drake University, MS and PhD in pharmacy administration from the University of Mississippi, and MS and PhD in biostatistics from the University of Alabama at Birmingham (UAB). In the professional pharmacy curriculum, Dr. Bentley teaches elements of research design, biostatistics, epidemiology, and drug literature evaluation. At the graduate level, he teaches several applied statistics courses. He has conducted research in a variety of areas including pharmaceutical marketing; patients’ evaluation of health care providers; direct-to-consumer advertising; practice management; quality of life; medication adherence; medication use, misuse, and outcomes; and ethics and professionalism. His statistics research interests include statistical mediation analysis and longitudinal data analysis. Dr. Bentley was named a fellow of the American Pharmacists Association in 2009.

Dr. Rosenthal is an assistant professor in the Department of Pharmacy Administration, and a research assistant professor in the Center for Pharmaceutical Marketing and Management, Research Institute of Pharmaceutical Sciences at the University of Mississippi, School of Pharmacy. She received her BA and MA in sociology from the University of Alberta, Canada. She also received her PhD in experimental medicine from the University of Alberta, Canada. In the professional pharmacy curriculum she teaches pharmacy management and business methods. At the graduate level, she teaches primary research techniques. She has conducted research in community pharmacy practice, change management, practice management, and implementation science.



After completing this chapter, readers should be able to

  1. Define marketing and describe its societal contributions.

  2. Discuss the purpose of marketing within a business.

  3. Define the concept of exchange and state its importance to marketing.

  4. Differentiate among the concepts of needs, wants, and demands.

  5. Identify orientations toward the marketplace that organizations might take when conducting marketing activities.

  6. Describe and apply the marketing mix and the four P’s of modern marketing management.

  7. Describe different types of product offerings, and define the distinguishing characteristics of a service.

  8. Define expectations, satisfaction, quality, value, and loyalty and describe their role in purchase behavior and the profitability of organizations.

  9. Explain the concept of relationship marketing and apply it to pharmacy management.


Jim Smyth and Sue Davidson co-own and manage West Side Pharmacy. While looking over the books for the last year, both pharmacists begin to recognize that their pharmacy is struggling to meet its financial objectives. Jim and Sue decide to ask the staff pharmacist and the technicians to help brainstorm ideas for improving the pharmacy’s financial performance. During the after-hours impromptu staff meeting, the following questions were asked: “What other services can we provide that people in our community need or want?” “What types of services can we develop given our resources?” ...

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