Marketing Mix in Healthcare Services
In a highly competitive environment, considering the characteristics of nowadays society and the large number of businesses in the field of medical services, competitive advantages and marketing tools are essential for differentiation. For a company to act and react in accordance with the needs of i...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Ovidius University Press
2021-01-01
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| Series: | Ovidius University Annals: Economic Sciences Series |
| Subjects: | |
| Online Access: | https://stec.univ-ovidius.ro/html/anale/RO/2021/Section%204/6.pdf |
| _version_ | 1819143761425334272 |
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| author | Stefan Catana Sorin-George Toma |
| author_facet | Stefan Catana Sorin-George Toma |
| author_sort | Stefan Catana |
| collection | DOAJ |
| description | In a highly competitive environment, considering the characteristics of nowadays society and the large number of businesses in the field of medical services, competitive advantages and marketing tools are essential for differentiation. For a company to act and react in accordance with the needs of its customers, it is important to consider the components of the extended marketing mix. The aim of the paper is to present the particularities of the components of the marketing mix and their applicability in the field of healthcare services. The methodology was based on a quantitative deskresearch method. The paper contributes to an enrichment of the literature on marketing characteristics of health services. |
| first_indexed | 2024-12-22T12:31:23Z |
| format | Article |
| id | doaj.art-e20d15178ab14f39a46d89c6b6447969 |
| institution | Directory Open Access Journal |
| issn | 2393-3127 |
| language | English |
| last_indexed | 2024-12-22T12:31:23Z |
| publishDate | 2021-01-01 |
| publisher | Ovidius University Press |
| record_format | Article |
| series | Ovidius University Annals: Economic Sciences Series |
| spelling | doaj.art-e20d15178ab14f39a46d89c6b64479692022-12-21T18:25:40ZengOvidius University PressOvidius University Annals: Economic Sciences Series2393-31272021-01-01XXI1485489Marketing Mix in Healthcare ServicesStefan Catana0Sorin-George Toma1University of BucharestUniversity of BucharestIn a highly competitive environment, considering the characteristics of nowadays society and the large number of businesses in the field of medical services, competitive advantages and marketing tools are essential for differentiation. For a company to act and react in accordance with the needs of its customers, it is important to consider the components of the extended marketing mix. The aim of the paper is to present the particularities of the components of the marketing mix and their applicability in the field of healthcare services. The methodology was based on a quantitative deskresearch method. The paper contributes to an enrichment of the literature on marketing characteristics of health services.https://stec.univ-ovidius.ro/html/anale/RO/2021/Section%204/6.pdfmarketing mixhealthcareservices |
| spellingShingle | Stefan Catana Sorin-George Toma Marketing Mix in Healthcare Services Ovidius University Annals: Economic Sciences Series marketing mix healthcare services |
| title | Marketing Mix in Healthcare Services |
| title_full | Marketing Mix in Healthcare Services |
| title_fullStr | Marketing Mix in Healthcare Services |
| title_full_unstemmed | Marketing Mix in Healthcare Services |
| title_short | Marketing Mix in Healthcare Services |
| title_sort | marketing mix in healthcare services |
| topic | marketing mix healthcare services |
| url | https://stec.univ-ovidius.ro/html/anale/RO/2021/Section%204/6.pdf |
| work_keys_str_mv | AT stefancatana marketingmixinhealthcareservices AT soringeorgetoma marketingmixinhealthcareservices |