Marketing campaign of the chosen product

This thesis focuses on a marketing campaign of the pharmaceutical company Abbott Laboratories, s. r. o. The goal of this paper is to evaluate the process of the marketing campaign for one of their products - Klacid. This thesis is devided into three parts. The opening theoretical part is focused on the theoretical level of marketing and includes the following terms: marketing, marketing campaign, marketing goals, characteristics of B2B marketing, marketing or communication mix and also SWOT analysis. The second part is devidend into two parts from which the first describes the farmaceutical industry in general and the second part is focused on Klacid itself and the company Abbott. The final part concers the particular marketing campaign, evaluates its steps, the process itself but it also shows a proposal concerning the direction that the marketing support of Klacid might take in the future