Podrobný popis
- Autor: V. Foltán a kol.
- Počet strán: 156, 21 obrázkov a 4 tabuľky
- Rok vydania: 2010
- ISBN: 978-80-89171-68-2
OBSAH:
Zoznam obrázkov 7
Zoznam tabuliek 7
Predhovor 9
1 Lieky a ich potenciál na trhu 11
1.1 Liekový reťazec 11
1.2 Liek a trh 14
2 Hospodárska politika 21
2.1 Globalizácia a jej prejavy v ekonomike 22
2.2 Medzinárodná ekonomická integrácia 26
2.3 Ekonomické východiská 32
2.4 Trh, trhová ekonomika 37
2.5 Trh zdravotníckych služieb 48
3 Manažment a jeho možnosti 55
3.1 Základné črty manažmentu 56
3.2 Manažment a manažéri 58
3.3 Manažérske funkcie 60
3.4 Pragmatizmus v manažmente 71
3.5 Manažment a zdravotníctvo 75
3.6 Manažment kvality zdravotníckej starostlivosti 80
4 Marketing a lieky 85
4.1 Marketingová komunikácia 89
4.2 Reklama 90
4.3 Distribúcia, cena a propagácia 92
4.4 Marketing a jeho postavenie v oblasti liekov 94
5 Reklama a lieky 107
5.1 Funkcie reklamy 108
5.2 Druhy reklamy 109
5.3 Psychológia v reklame 110
5.4 Public relations 113
5.5 Stratégia reklamnej kampane 117
5.6 Reklamné prostriedky 119
5.7 Európska únia a reklama 126
5.8 Zákonná úprava reklamy na lieky 128
5.9 Osobitosti propagácie a reklamy v prostredí liekov 139
5.10 Samoregulácia reklamy 143
6 Literatúra 149
7 Kontrolné otázky 151
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