≣ MENU

Search For:  
Czech |  English

Journal of Competitiveness

Institutionalization of Marketing in Hospitals in the Czech Republic

Staňková Pavla

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

Abstract:
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.

Fulltext download:

Institutionalization of Marketing in Hospitals in the Czech Republic [PDF file] [Filesize: 996.06 KB]

10.7441/joc.2013.03.04


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

Journal of Competitiveness

  

Copyright © 2009-2023 Tomas Bata University in Zlin.
Search powered by Google™

ISSN 1804-171X (Print); eISSN 1804-1728 (On-line)


Creative Commons License
The journal offers access to the contents in the open access system on the principles license Creative Commons (CC BY 4.0).