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Specific role of marketing communication in the Czech industrial health insurance company
Kolísková, Klára ; Halík, Jaroslav (advisor) ; Kaiser, Miroslav (referee)
In the submitted thesis I'm working up the topic of marketing communication of health insurance company. In the theoretic part I describe forms and marketing tools and their use in marketing communication, the practical part includes knowledge about public access to the services of health insurance company. The main topic of the second part is based on my own analysis of marketing activity of the Czech industrial health insurance company in relation to market conditions, which in the public health insurance system are similar, but not identical, in comparison to the market conditions of traditional private entities. In conclusion, I propose a solution that is based on the findings in the healthcare sector in general and especially in health insurance companies.

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3 Kaiser, Jakub
1 Kaiser, Josef
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