PT Journal
AU Bellova, J
TI MARKETING COMMUNICATION IN HEALTH CARE AS ONE OF THE COMPONENTS OF C-MIX
SO Profese Online
PY 2009
BP 176
EP 185
VL 2
IS 4
DI 10.5507/pol.2009.017
DE marketing C-mix; communication within the health care providing institution; patient
AB This theoretical study deals with the categorization of types of communication in health care as one of the major parts of C-mix. That is the base for marketing strategy of the health care providing institution in question that is crucial for functioning in open market economy as well as in mixed economy. It is therefore necessary to characterize the individual communication categories within the health care providing institution, understand their importance and based on that manage them strategically.
ER