SERVICE MARKETING MIX OF INDIAN HOSPITALS: A CRITICAL REVIEW
Sreenivas, Srinivasarao and Srinivasa (2013) said that “The health care market has become consumer centered and expecting high quality care at a reasonable price. The mushroomed development of corporate hospitals in India, competition is also bringing massive changes in industry structure. In this c...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universităţii "Constantin Brâncoveanu"
2014-07-01
|
| Series: | Strategii Manageriale |
| Subjects: | |
| Online Access: | http://www.strategiimanageriale.ro/papers/140202.pdf |
| _version_ | 1818206708925726720 |
|---|---|
| author | Dharmesh, MOTWANI Vijay, SHRIMALI |
| author_facet | Dharmesh, MOTWANI Vijay, SHRIMALI |
| author_sort | Dharmesh, MOTWANI |
| collection | DOAJ |
| description | Sreenivas, Srinivasarao and Srinivasa (2013) said that “The health care market has become consumer centered and expecting high quality care at a reasonable price. The mushroomed development of corporate hospitals in India, competition is also bringing massive changes in industry structure. In this context, hospital services’ marketing is slowly and surely coming of age and is being woven into the fabric of hospitals planning and public relations programmes.” The essence of any marketing activity is marketing mix, and the central theme of the present paper revolves around the contemporary service marketing mix offered by Indian hospitals. In this paper author has critically reviewed 51 papers to describe elements of hospital service marketing mix; product, price, place, promotion, people, process and physical evidence. |
| first_indexed | 2024-12-12T04:17:20Z |
| format | Article |
| id | doaj.art-a57c9929572945b8bf44f60124d691fb |
| institution | Directory Open Access Journal |
| issn | 1844-668X 1844-668X |
| language | English |
| last_indexed | 2024-12-12T04:17:20Z |
| publishDate | 2014-07-01 |
| publisher | Universităţii "Constantin Brâncoveanu" |
| record_format | Article |
| series | Strategii Manageriale |
| spelling | doaj.art-a57c9929572945b8bf44f60124d691fb2022-12-22T00:38:24ZengUniversităţii "Constantin Brâncoveanu"Strategii Manageriale1844-668X1844-668X2014-07-01VII22025SERVICE MARKETING MIX OF INDIAN HOSPITALS: A CRITICAL REVIEWDharmesh, MOTWANI0Vijay, SHRIMALI1UCCMS, MLSU, Udaipur Ph.Faculty of Commerce, UCCMS, MLSU, Udaipur Ph.Sreenivas, Srinivasarao and Srinivasa (2013) said that “The health care market has become consumer centered and expecting high quality care at a reasonable price. The mushroomed development of corporate hospitals in India, competition is also bringing massive changes in industry structure. In this context, hospital services’ marketing is slowly and surely coming of age and is being woven into the fabric of hospitals planning and public relations programmes.” The essence of any marketing activity is marketing mix, and the central theme of the present paper revolves around the contemporary service marketing mix offered by Indian hospitals. In this paper author has critically reviewed 51 papers to describe elements of hospital service marketing mix; product, price, place, promotion, people, process and physical evidence.http://www.strategiimanageriale.ro/papers/140202.pdfhospital marketingservice marketing mixIndia |
| spellingShingle | Dharmesh, MOTWANI Vijay, SHRIMALI SERVICE MARKETING MIX OF INDIAN HOSPITALS: A CRITICAL REVIEW Strategii Manageriale hospital marketing service marketing mix India |
| title | SERVICE MARKETING MIX OF INDIAN HOSPITALS: A CRITICAL REVIEW |
| title_full | SERVICE MARKETING MIX OF INDIAN HOSPITALS: A CRITICAL REVIEW |
| title_fullStr | SERVICE MARKETING MIX OF INDIAN HOSPITALS: A CRITICAL REVIEW |
| title_full_unstemmed | SERVICE MARKETING MIX OF INDIAN HOSPITALS: A CRITICAL REVIEW |
| title_short | SERVICE MARKETING MIX OF INDIAN HOSPITALS: A CRITICAL REVIEW |
| title_sort | service marketing mix of indian hospitals a critical review |
| topic | hospital marketing service marketing mix India |
| url | http://www.strategiimanageriale.ro/papers/140202.pdf |
| work_keys_str_mv | AT dharmeshmotwani servicemarketingmixofindianhospitalsacriticalreview AT vijayshrimali servicemarketingmixofindianhospitalsacriticalreview |