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undergraduate thesis
Marketing u farmaceutskoj industriji s posebnim osvrtom na digitalni marketing
Stručni završni rad
2019. urn:nbn:hr:129:101936
Dugonjić, Josipa
The University of Applied Sciences Baltazar Zaprešić
Chair of Economics, Management and Marketing

Cite this document

Dugonjić, J. (2019). Marketing u farmaceutskoj industriji s posebnim osvrtom na digitalni marketing : Stručni završni rad (Undergraduate thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:101936

Dugonjić, Josipa. "Marketing u farmaceutskoj industriji s posebnim osvrtom na digitalni marketing : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2019. https://urn.nsk.hr/urn:nbn:hr:129:101936

Dugonjić, Josipa. "Marketing u farmaceutskoj industriji s posebnim osvrtom na digitalni marketing : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2019. https://urn.nsk.hr/urn:nbn:hr:129:101936

Dugonjić, J. (2019). 'Marketing u farmaceutskoj industriji s posebnim osvrtom na digitalni marketing : Stručni završni rad', Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 28 December 2024, https://urn.nsk.hr/urn:nbn:hr:129:101936

Dugonjić J. Marketing u farmaceutskoj industriji s posebnim osvrtom na digitalni marketing : Stručni završni rad [Undergraduate thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2019 [cited 2024 December 28] Available at: https://urn.nsk.hr/urn:nbn:hr:129:101936

J. Dugonjić, "Marketing u farmaceutskoj industriji s posebnim osvrtom na digitalni marketing : Stručni završni rad", Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:129:101936

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Metadata
TitleMarketing u farmaceutskoj industriji s posebnim osvrtom na digitalni marketing : Stručni završni rad
Title (english)Marketing in the pharmaceutical industry with special review of digital marketing
AuthorJosipa Dugonjić
MentorStella Antolović (mentor)
Committee memberStjepan Lacković (predsjednik povjerenstva)
GranterThe University of Applied Sciences Baltazar Zaprešić
(Chair of Economics, Management and Marketing)
Zaprešić
Defense date and country2019-10-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet ovog završnog rada je definirati, opisati i objasniti marketing i njegovu strategiju u farmaceutskoj industriji, koja danas predstavlja jednu od najprofitabilnijih industrija na svijetu. Budući da su farmaceutski proizvodi od bitnog značaja za očuvanje i unaprjeđenje zdravlja ljudi, farmaceutske tvrtke mnogo ulažu u istraživanje i razvoj novih lijekova, a sve to treba biti popraćeno odgovarajućim marketinškim miksom u svrhu ostvarenja što veće dobiti. Marketinški miks i SWOT analiza su detaljno analizirani na primjeru kompanije Pfizer. Budući da je farmaceutska industrija strogo regulirana, marketinški alati se mogu razlikovati od ostalih industrija te oglašavanje može biti ograničeno, posebno u segmentu lijekova koji se izdaju na recept. U sklopu promotivnih aktivnosti , farmaceutske tvrtke organiziraju stručne skupove, kongrese i radionice namijenjene zdravstvenim djelatnicima, dok se u maloprodaji vode upravljanjem kategorijama proizvoda. Ovaj rad stavlja poseban naglasak na digitalni marketing koji je postao imperativ uspješnog poslovanja svake tvrtke budući da su internet i društvene mreže dostupne velikoj većini populacije. Na primjeru najveće hrvatske farmaceutske kompanije Pliva Hrvatska d.o.o. objašnjeni su principi i alati e – marketinga kojima se ta tvrtka služi kako bi se predstavila zdravstvenim djelatnicima ali i krajnjim korisnicima – pacijentima.
Abstract (english)
The subject of this final paper is to define, describe and explain marketing and its strategy in the pharmaceutical industry, which represents one of the most profitable industries in the world nowdays. Since pharmaceuticals are essential for the preservation and improvement of human health, pharmaceutical companies make a great deal of investment in research and development of new medicines, all of which should be accompanied by an appropriate marketing mix to maximize profits. The marketing mix and SWOT analysis were analyzed in detail by the example of the company Pfizer. Due to the fact that the pharmaceutical industry is strictly regulated, marketing tools may differ from the other industries and advertising may be restricted, especially in the segment of prescription drugs. As part of promotional activities, pharmaceutical companies organize professional conferences, congresses and workshops aimed at healthcare professionals, while in retail, they manage product categories. This final paper places particular emphasis on digital marketing, which has become an imperative for every successful business, as the internet and social networks are accessible to the vast majority of the population. An e-marketing principles and tools that pharmaceutical company uses to introduce itself to healthcare professionals and end users - patients are explained on the example of the largest Croatian pharmaceutical company Pliva Croatia d.o.o.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:129:101936
Study programmeTitle: Business Administration, Undergraduate Professional Study
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-04-29 07:52:43