The diploma thesis is focused on the communication strategy of the company Asklepion, s.r.o. The aim of the study is to analyze the ways of communication mix in targeting the final customer, evaluation of its marketing communication in relation to competition and from the viewpoint of effectiveness based on own research enquiries, to identify problem areas in this communication a to try to suggest measures to improve communication in these areas. Theoretical part sets the basic theoretical framework for the following practical one. It presents the specifics of marketing communication and the use of the tools of communication mix in the medical service. The fundamentals of successful marketing communication are discussed and the possibilities of its evaluation outlined. The practical part analyses the marketing communication of Asklepion, s.r.o. It is focused on the use of parts of marketing mix, evaluation of its efectiveness based on comparison with competitors and autor's own enquiries. The author tries to identify problem areas and suggest measures in order to improve communication in these areas. The main contribution of the thesis is a complex view on marketing communication of Asklepion in broader context, definition of problematic areas and suggesting a way in marketing communication that the company should follow.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73596 |
| Date | January 2010 |
| Creators | Bumbálková, Blanka |
| Contributors | Bártová, Hilda, Černá, Jitka |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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