Application of Marketing Communication Tools in Healthcare Organizations Management

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43868606" target="_blank" >RIV/70883521:28120/12:43868606 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Application of Marketing Communication Tools in Healthcare Organizations Management
Original language description
Marketing communication of healthcare organizations is becoming an essential part of marketing management in healthcare. Even though many organizations have been refusing this target group communication tool so far, it is obvious that other healthcare organizations fully realize the need of efficient management of marketing communication. Diversification of health plans due to legislative changes in healthcare will necessitate more and more the use of new methods, tools and styles of marketing communication. Marketing communication may thus become a strong competitive tool of healthcare institutions. The article aims to emphasize the role of marketing communication in healthcare organization management on the one hand, and to present the current levelof marketing communication tools in healthcare on the other hand. The purpose of the article is to identify gaps which healthcare organizations have in the use of marketing communication tools and to outline future directions of marketing
Czech name
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Czech description
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Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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