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Designing and Managing Integrated Marketing Communications

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Overview Established over a century ago, Walgreens has since grown into a national corporation with over 5,000 stores (Walgreens Corporation, 2006d). America's top selling drugstore, ahead of competitors CVS and Rite Aid, Walgreens serves 4 million customers daily and fills 490 million prescriptions every year (Walgreens Corporation, 2006a). Priding itself on innovation and technology, Walgreens was the first drug store chain to use child resistant prescription containers and the first drugstore chain to use satellite technology to connect its pharmacy systems (Walgreens Corporation, 2006b). Walgreens first began in Chicago in 1901 when pharmacist Charles R. Walgreen purchased a drugstore where he had once worked. A second store opened in 1909, and seven years later nine stores were incorporated to form Walgreens Corporation. Walgreens Co. became a public corporation in 1927, and by 1953 it was the country's leading self-service retailer (Walgreens Corporation, 2006b). Walgreens now operates in 47 states and Puerto Rico. The company has long been committed to customer convenience, and in doing so Walgreens offers items and services beyond those of a typical drugstore. These services include drive-thru pharmacies and one-hour photo services, and many stores are open 24 hours a day. Walgreens has traditionally followed an organic growth strategy in order to expand. More recently, however, it has grown through the acquisition of companies such as the northeast chain Happy Harr ...
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Anonymous
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