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Publisher: Vysoká škola ekonomická v Praze
Languages: Czech
Types: Master thesis
Subjects: marketingová strategie; Marketing v lékárenství; state regulations for pharmacy business; lékárenské řetězce; státní regulace v lékárenství; pharmacy marketing; service blueprint; reexporty léčiv; marketing strategy; pharmacy chains

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mesheuropmc: health care economics and organizations
The diploma thesis is focused on marketing strategy plan of a private pharmacy using service blueprint as a marketing tool. At the beginning the thesis deals with characteristics of specifics and state regulations of pharmacy marketing. Then the thesis analyses Czech pharmacy market in particular with regard to the expansion of pharmacy chains and also puts emphasis on current pharmacy trends that influence management and marketing of private pharmacies. The main goal is firstly to describe the components of marketing mix that pharmacies might legally use as a part of their marketing strategy. Secondly the theoretical knowledge is applied to case study of Pötting's Pharmacy. The marketing strategy plan is based on situation analysis, service blueprint and questionnaire survey.
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