The Rexall Story: A History Of Genius And Neglect

By Mickey C. Smith

Book Overview

In the second half of the twentieth century, 20 percent (10,000) of all retail druggists were Rexall druggists. Now there are none, and this book explains why The Rexall Story: A History of Genius and Neglect shows how a brilliant and successful business/pharmacy venture was allowed to fail through carelessness and an inattention to the original formula of the company. From the celebrated genius of Louis Liggett--who started United Drug in 1903--to the business's demise nearly 75 years later, this significant text will provide you with new insight into the pharmacy industry. With The Rexall Story, pharmacists, pharmacy and business educators, and historians alike can see how Louis Liggett single-handedly transformed the retail drug business using innovative business practices and policies. Author Mickey C. Smith, editor of the Journal of Research in Pharmaceutical Economics and principal author and editor of the seminal book Pharmaceutical Marketing: Principles, Environment and Practices , uses his expertise to explain how Louis Liggett's techniques were so successful in the industry. This book explores in detail his communication and merchandising skills, his principles in doing business, and his revolutionary techniques for keep his business prosperous. Using internal documents, photographs, and direct quotes from radio promotions, and the recollections of former Rexall employees, this book chronicles Rexall's story, including: the beginnings of Rexall--its origins and expansion, International Rexall Clubs, and the unparalleled efforts of Liggett and his franchisees the "Dear Pardner" letters (1903-1923)--unprecedented in "Big Business" even today, these were personal letters between Liggett and his people the Rexall "family"--conversations and correspondence with former "Rexallites," capturing how the retirees felt about the company before and after its downfall the acquisition and marketing of the products of the Rexall Drug Company--including medicinal products, candy, water, cigars, stationery, and toiletries, among others price considerations for both the drug store owner and his customers--"store brands" and the Rexall One Cent Sale the distribution of Rexall--moving supplies, channel relationships, training courses, and conventions record-breaking promotional ideas--"Rexall Ad-Vantages" and other printed media, radio shows such as Rexall's Parade of Stars and Rexall's Magic Hour, The Phil Harris/Alice Faye Show, and The Rexall Train In this intriguing work of Americana, you'll see how a pioneering drug salesman turned a dream into what was at one time the largest retail drug chain in the country. Yet this is also the story of that dream's demise, that shows how--under the authority of Justin Dart--the original concept of Rexall unraveled until the franchises were all canceled, leaving little but a name and memories.

• Format: Paperback
• Language: English
• ISBN: 078902473X
• ISBN13: 9780789024732
• Release Date: October 2004
• Publisher: CRC Press
• Length: 175 Pages
• Weight: 0.85 lbs.
• Dimensions: 0.5" x 6.2" x 8.4"

Customer Reviews

The marketing strategies and ideas that made it a respected name.

THE REXALL STORY: A HISTORY OF GENIUS AND NEGLECT covers the rise and fall of a pharmacy which became a name brand across the country before big business was a common name. Rexall was the brain child of genius Louis Liggett, who began the company in 1903. The Rexall name grew to become an accepted institution of families across the country until drug manufacturers entered the business and sunk them. Learn about not only Rexall's business and health importance, but about the marketing strategies and ideas that made it a respected name. Diane C. Donovan California Bookwatch

All for One and One for All!

I remember the Rexall stores in the late Fifties, not here in Knoxville, but doted around in the small towns of Middle Tennessee. Louis Liggett started the company in Boston in 1903 and they compounded drugs back then, as aspirin was almost the only thing available in pill form. When I was in my young teen years, the only thing I could swallow was Carter's Little Liver Pills. I still can't get the generic Calcium down! The Rexall products were all high quality and inexpensive. Then the drug manufacturing companies came along and, after 75 years, put them out of business. That's why prescription medicines are so expensive today, and why we have to depend on them. The generics are worthless as far as I'm concerned as they are not regulated and not the same as brand names -- no way! If they were, they would cost more. Everyone knows you get what you pay for. On radio in 1937 there was a Rexall Magic Hour. In 1949, they presented the 'Phil Harris/Alice Faye Show.' It included a full cast with two young girl singers and ten men doing sundry things in addition to the two stars. Something like Garrison Keilor's 'Prairie Home Companion' show. In early television, NBC sponsored the half-hour program, 'The Rexall Theatre' on Sunday nights during the summer months which starred Pat O'Brian as your corner drug store pharmacist. The had a 'talking penny' in some of their ads. Comedian Louis Nye advertised their products on t.v. with the motto: "All for One and One for All." Edgar Bergen and his dummy, Charlie McCarthy, appeared on the cover of 'The Rexall Magazine.' The streamlined Rexall Train criscrossed the United States from Boston to L.A. and served most states (exceptions were Nevada and West Virginia) but skipped Knoxville for a route going from Chattanooga to Nashville to Memphis. We had the Southern and L & N railways for this area; the ticket shown was similar to mine every summer to Washington, D.C. on Southern Railway. We still have an active freight railroad in Knoxville, locally owned and making noise day and night. Sometimes, it wake me up as I sleep with my window open as I did in the old days. It works out of the old L & N terminal renovated for the 1982 World's Fair. In place of Rexall, we now have Walgreen's; the thing I dislike the most about this firm is the problem of "substituting" for the medicines your doctor prescribes -- not generic, but something totally different with unnecessary ingredients added. This could cause harm to a person's health. There are a handful of small locally owned drug stores, Long's in west side of town being the most popular. In Pulaski, Reeves's on the Square will still sell a nickel coke. Gregory Macdonald wrote about it in one of his books, A WORLD TOO WIDE. Check it out.