The master's thesis deals with inherited metabolic disorder phenylketonuria from a marketing point of view. The theoretical basis of this thesis points out to differences between the marketing mix in the pharmaceutical industry and other industries. Analysis of marketing mix of Nutricia company in relation to patients with phenylketonuria is based on these facts. Secondary and primary data are used in this master's thesis. There were several research methods used to get the information, such comparison and telephone interviews. The work provides insights and recommendations in relation to the potential competitive advantages of the Nutricia company, which can help to maintain its position as market leader in the future. Attention is mostly paid to project such Home Deliveery and on-line communication.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:198276 |
| Date | January 2013 |
| Creators | Lifková, Hana |
| Contributors | Zamazalová, Marcela, Šantavá, Michaela |
| 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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