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Marketing communication management level as a healthcare organizations competitiveness tool

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dc.title Marketing communication management level as a healthcare organizations competitiveness tool en Staňková, Pavla Sasínková, Martina Končitíková, Gabriela
dc.relation.ispartof International Journal of Mathematical Models and Methods in Applied Sciences
dc.identifier.issn 1998-0140 OCLC, Ulrich, Sherpa/RoMEO, JCR 2013
utb.relation.volume 7
utb.relation.issue 4
dc.citation.spage 452
dc.citation.epage 461
dc.type article
dc.language.iso en
dc.publisher North Atlantic University Union (NAUN) en
dc.subject Healthcare Organizations en
dc.subject Hospitals en
dc.subject Marketing Communication en
dc.subject Outsourcing en
dc.description.abstract The importance of marketing communications in health care is increasing within the context of competitiveness. Even though hospitals are often merely passive recipients of patients, more and more hospitals realize that a patient may choose a hospital where he/she will be treated and so the competitive pressure on the services quality, communication standards and approach of hospital staff to clients is increasing. The Czech Republic's vision lies also in privatizing and restructuring of hospitals, which would affect not only the business management of healthcare organization, but also significantly affect the general management of the organization. A hospital would become a regular part of the market and marketing management would become a competitiveness tool. The aim of the article is to present individual healthcare systems, define the marketing communication role in hospital management, present marketing communication as an important competitiveness tool of healthcare organizations marketing management and evaluate the scope and level of usage of respective marketing communication tools in selected healthcare organizations in the Czech Republic. en
utb.faculty Faculty of Management and Economics
utb.identifier.obdid 43869849
utb.identifier.scopus 2-s2.0-84878211977
utb.source j-scopus 2013-07-27T14:54:20Z 2013-07-27T14:54:20Z
utb.contributor.internalauthor Staňková, Pavla
utb.contributor.internalauthor Sasínková, Martina
utb.contributor.internalauthor Končitíková, Gabriela
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