Access restricted to higher education institution's students and staff
master's thesis
MARKETING IN THE PHARMACEUTICAL INDUSTRY

Danica Varošanec (2016)
Metadata
TitleMarketing u farmaceutskoj industriji
AuthorDanica Varošanec
Mentor(s)Mane Medić (thesis advisor)
Abstract
U današnjem okruženju, osnovni cilj marketinga farmaceutskih kompanija, pored razvijanja dobrog proizvoda/usluga, osiguranja što boljeg uslužnog ambijenta, interne i eksterne komunikacije te praćenja komunikacije, jest zadovoljenje potreba i želja potrošača koji osiguravaju povećanje prodaje proizvoda i ostvarenje profita na dugi rok. Neophodno je da se razvije dobar proizvod i učini dostupnim ciljnoj grupi potošača. Samo zadovoljni potrošači mogu postati i lojalni kupci određene farmaceutske kompanije. Osim toga, farmaceutske kompanije moraju komunicirati i sa svojim posrednicima, potrošačima i javnošću, a to se najbolje ostvaruje promocijom, tj. razmjenom informacija između potrošača i prodavatelja (ljekarnika). Stoga je zadatak marketinga u farmaceutskoj industriji podsjetiti, informirati i uvjeriti potrošača da reagira na proizvode kompanije.
Keywordspharmaceutical industry marketing consumers brokers promotion
Parallel title (English)MARKETING IN THE PHARMACEUTICAL INDUSTRY
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Domagoj Karačić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-30
Parallel abstract (English)
In today's environment, the basic objective of marketing of pharmaceutical companies, in addition to developing a good product / service, ensuring the best possible service environment, internal and external communications, and monitor communications, is meeting the needs and desires of consumers to ensure an increase in sales of the product and making a profit in the long run. It is necessary to develop a good product and make available to the target group of consumers. Only satisfied customers can become loyal customers and certain pharmaceutical companies. In addition, pharmaceutical companies must communicate with their agents, consumers and the public, and this is best achieved by promoting, ie. The exchange of information between the consumer and the seller (the pharmacist). Therefore, the task of marketing in the pharmaceutical industry to remind, inform and persuade consumers to react to the company's products.
Parallel keywords (Croatian)farmaceutska industrija marketing potrošači posrednici promocija
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:819871
CommitterGordana Kradijan