Organization and the Role of Marketing in Hospitals
Organization and the Role of Marketing in Hospitals
Author(s): Matej MartovičSubject(s): Business Economy / Management, Management and complex organizations, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: healthcare; marketing; marketing communication; organization; structure;
Summary/Abstract: Marketing and marketing communication have become a part of almost all sectors. We encounter it in the area of private sector, public sector, as well as in the area of non-profit sector. Healthcare, or the health-care market, is not an exception. Although the market of healthcare is relatively extensive, from pharmaceutical companies to health-care providers, it is necessary to mention that marketing is not yet fully established in all organizations operating on the health-care market. For marketing to be functional, it must be organized. The paper addresses organization and tasks of marketing and marketing communication in faculty and university hospitals in Slovakia.
Journal: Megatrendy a médiá
- Issue Year: 7/2020
- Issue No: 1
- Page Range: 379-385
- Page Count: 7
- Language: English