Marketing Strategies of Pharmacy Network in the Czech Market

The aim of the thesis is to analyze marketing tools of chosen pharmacist network and recently defined role of pharmacy in supporting the public's health and suggest recommendations for marketing strategy for obtaining the competitive advantage of the pharmacist network Alphega pharmacy. In the first part is initially approached the pharmaceutical marketing, marketing mix and communication mix. After that, the thesis is focused on the evolution of the Czech pharmacy market and the role of pharmacy in supporting the public's health. In the analytical part are analyzed marketing tools of the pharmacist network Alphega pharmacy with the use of internal secondary data of the Alliance Healthcare company. The substantial part is based on marketing research, which is divided in B2B and B2C parts. In the final chapters, the results of the research are compared, evaluated and suggested recommendations for the marketing strategy