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Journal of Competitiveness

Institutionalization of Marketing in Hospitals in the Czech Republic

Staňková Pavla

Health Care, Hospital, Marketing, Marketing Department, University Hospital, Stand-Alone Hospital, Health System

This paper deals with the specifics of marketing management in hospitals and the role of marketing in hospitals in the Czech Republic. Its goal is to present marketing as a tool enabling hospitals to compete in an open market. Nowadays, hospitals increasingly realise that there is a need for marketing management in health care services. The importance of marketing management is then represented by the institutionalization of marketing by means of establishing marketing departments or appointing people to deal with marketing and marketing management. This paper presents the results of a project financed by the Internal Grant Agency of FaME TBU No. IGA/FaME/2012006 - Research and application of the marketing management tools in the health care management considering reforms in the health sector.

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Staňková P. (2013). Institutionalization of Marketing in Hospitals in the Czech Republic. Journal of Competitiveness, 5 (3), 46-59 https://doi.org/10.7441/joc.2013.03.04
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ISSN 1804-171X (Print)
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