This thesis deal with problems of marketing communication in pharmaceutical industry.The thesis is separated on theoretical and practical part. Theoretical part concern importance of marketing communication, describe and compare of particular tools of communication mix. Practical part is concentrated on doctor's marketing survey and the evaluation of actual marketing propagation tools. The final chapter analyzes the position of pharmaceutical companies, it reveals the main problems and gives possible suggestions for solutions.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:77002 |
| Date | January 2008 |
| Creators | Nováková, Jarmila |
| Contributors | Lešetický, Ondřej, Střítecký, Rudolf |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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