Marketingová strategie v oblasti farmaceutického průmyslu

Abstract

Bachelor’s thesis deals with marketing methods used by pharmaceutical industry when launching and promoting a new medicine. Thesis analyses processes during creation of marketing plan, using separate communication channels and methods. The main part of bachelor’s thesis is dedicated to segmentation and selection of clients, options of communication towards clients and final summary into marketing plan. Part of the bachelor’s thesis is identification and description of problem sections in described marketing activities and proposed solutions of found imperfections.