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Marketing as an Efficiency Tool for Health Care Institutions

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dc.title Marketing as an Efficiency Tool for Health Care Institutions en
dc.contributor.author Staňková, Pavla
dc.relation.ispartof Finance and the Performance of Firms in Science, Education and Practice 2011
dc.identifier.isbn 978-80-7454-020-2
dc.date.issued 2011
dc.citation.spage 447
dc.citation.epage 457
dc.event.title 5th International Scientific Conference on Finance and the Performance of Firms in Science, Education, and Practice
dc.event.location Zlín
utb.event.state-en Czech Republic
utb.event.state-cs Česká republika
dc.event.sdate 2011-04-28
dc.event.edate 2011-04-28
dc.type conferenceObject
dc.language.iso en
dc.publisher Univerzita Tomáše Bati ve Zlíně (UTB) cs
dc.publisher Tomas Bata University in Zlín en
dc.subject healthcare marketing en
dc.subject marketing management en
dc.subject goals en
dc.subject advertising en
dc.description.abstract The importance of marketing in health care is increasing within the context of planned restructuring of health services in the Czech Republic and privatization of hospitals. While it is possible to apply marketing axioms even to this sphere, it is necessary to consider several specific features. Standard rules of supply and demand are difficult to apply to the market of health services. The main reason is that supply is determined by the number of medical facilities in given area, specific structure of these facilities, number of physicians, the options of medical treatment which are dependent on the equipment available, possibilities to perform certain medical interventions, but also by the general approach of the state, health insurance companies and the citizens towards health care. The aim of the paper is to present the results of research concerning the level of using marketing in health services within the Czech Republic and to determine essential areas of development of marketing management. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1002974
utb.identifier.rivid RIV/70883521:28120/11:00001044!RIV12-MSM-28120___
utb.identifier.obdid 43865185
utb.identifier.wok 000306544000043
utb.source d-wok
dc.date.accessioned 2012-10-04T12:11:52Z
dc.date.available 2012-10-04T12:11:52Z
utb.identifier.utb-sysno 57048
utb.contributor.internalauthor Staňková, Pavla
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