This paper presents the role of Eugen Viktor Feller, a pharmacist and factory owner, with
an emphasis on his marketing strategy in advertising his pharmacy specialty Elsa. Various
types of contemporary press and advertising leaflets and packaging were used as a starting
point for analysis. The abundance of the collected material provided an insight into Feller’s
communication strategy of the approach to consumers, comparing advertising in different
media and time spans. Following the appearance and elaboration of visual communication
phenomena as part of family interest, approaches and advances in the development of advertising
in the projects of Feller’s sons Miroslav and Ferdinand were presented. Upgrading
to the father’s positive marketing experience they begin a more contemplative advertising
campaign. Ferdinand Feller introduces the concept of collective pharmaceutical propaganda
into pharmaceutical marketing, while Miroslav Feller becomes one of the leaders
in the development of institutionalization and professionalization of commercial graphic
design. Thus, marketing development was demonstrated through marketing approaches and
innovative ideas of the three members of Feller family, illustrating the shift in approaches
that marked the beginning of a different management within an industrial society, where
advertising became an indispensable part and a promoter of market relationships.<span class="_wysihtml5-temp-placeholder"> <span class="_wysihtml5-temp-placeholder">
Research on Marketing Strategy Innovation of Xi’an Small and Medium-sized Private Enterprises in New Media Era
