20.500.12556/DKUM-47073 POSPEŠEVANJE PRODAJE FARMACEVTSKIH IZDELKOV V LEKARNAH SALES PROMOTION OF PHARMACEUTICALS IN PHARMACY Na trgu je danes »poplava« najrazličnejših farmacevtskih izdelkov. Ravno zato je marketing izrednega pomena, saj opredeli izdelek oziroma storitev in oblikuje takšno marketinško dejavnost, ki zasede želeno mesto v mislih ciljne skupine kupcev. V diplomskem delu bomo predstavili marketinško disciplino ter oblike marketinškega komuniciranja. Še posebej se bomo osredotočili na samo pospeševanje prodaje kot obliko marketinškega komuniciranja s potrošniki. Predstavili bomo tudi lekarniško dejavnost ter kako poteka trženje v lekarniški dejavnosti. Na temo marketinškega komuniciranja, s poudarkom na pospeševanju prodaje, bomo opravili raziskavo o pospeševanju prodaje farmacevtskih izdelkov v lekarnah, podrobno analizirali podatke pridobljene z anketnim vprašalnikom ter preverili resničnost odgovorov na raziskovalna vprašanja. Nowadays, the market is "flooded” with a wide range of pharmaceutical products. That's why marketing is crucial, because it defines the product or service and makes such marketing activity, that occupies the desired place in minds of the target group of customers. In this degree paper, we will present marketing disciplines and forms of marketing communication. In particular, we will focus on sales promotion as a form of marketing communication. We will also present pharmacy and how the marketing of pharmaceutical practice looks like. We conducted a study on the promotion of sales of pharmaceutical products in pharmacies on the topic of marketing communication, with the focus on sales promotion. We made a detailed analysis of the data, obtained by questionnaire and verify the accuracy of the research questions. • marketing • marketinško komuniciranje • pospeševanje prodaje • lekarniška dejavnost. • marketing • marketing communication • sales promotion • pharmacy services. true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2014-12-15 21:40:05 2015-02-06 09:08:11 2022-05-19 03:07:32 2023-12-23 03:12:33 2014 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7400979 URN:SI:UM:DK:URUCIVVM UN_Knific_Eva_2014.pdf UN_Knific_Eva_2014.pdf 1 2DF038C7F0AD72FA44DFA5EC28AAF61F 092bc68e68ddec3ad87bcd5e6a803525e00587e6dc9ee8132dd8f0bedd3271e6 7c4c0b89-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=69421 Fakulteta za organizacijske vede 0 0 0