The thesis deals with the topic of pharmaceutical marketing. Pharmaceutical marketing uses many usual marketing techniques, but it has also its typical characteristics. The thesis focuses on those specifics. It deals with the various tools of marketing and communication mix and their specific characteristics in relation to the pharmaceutical marketing. The thesis summarizes the theoretical literature, which relates to the topic, and explains the Czech legislation that regulates significantly all marketing activities in pharmaceutical industry. The analytical part of the thesis solves two real existing marketing problems on the example of the Belupo company. It analyses why the Simbela product has failed on the Czech market and proposes a go-to-market strategy for the new Belohair product.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113494 |
| Date | January 2011 |
| Creators | Čapková, Martina |
| Contributors | Koudelka, Jan, Štěpánková, Věra |
| 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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