ADVERTISING HEALTH

Brez tržnega komuniciranja podjetja danes ne bi preživela v tako konkurenčnem okolju. Zato je nujno, da podjetje razvije dolgoročno in učinkovito strategijo tržnega komuniciranja. V velikih in uspešnih družbah, kot je Roche, pristopijo k oblikovanju strategij tržnega komuniciranja resno in premišljeno, pri tem pa oblikujejo optimalno kombinacijo komunikacijskih orodij, upoštevaje zakonske predpise in sredstva. V prvem delu diplomskega dela so predstavljena teoretična izhodišča tržnega komuniciranja in posamezne sestavine. V drugem delu, predstavim podjetje Roche globalno, podjetje Roche v Sloveniji, podrobneje divizijo za diabetes, izdelke blagovne znamke Accu-Chek, sladkorno bolezen in aktivnosti tržnega komuniciranja, ki jih uporabljajo pri tržnem komuniciranju.Nowadays companies would not exist in a such a competitive environment without marketing communication. It is therefore necessary to develop a long-term business strategy and effective marketing communication. Large and successful companies like Roche are forming marketing communication strategies seriously and thoughtfully, and building an optimal combination of communication tools, taking into account the prescriptions of law and resources. The theoretical basis of marketing communications and individual components are presented in the first part of the diploma paper. In the second part I present the company Roche globally, company Roche in Slovenia, the division of diabetes in details, products of the brand Accu-Chek, diabetes, and marketing communication activities, which are used in marketing communications