title: Marketing and nursing in a competitive environment.
abstract: Marketing can no longer be considered vulgar commercialism. Ethically applied, marketing is in fact one of the necessary building stones and development tools for the future development of nursing. In the new competitive environment being created in health sectors to improve efficiency and cost-effectiveness, the nursing profession must learn to use marketing techniques to survey the needs, identify gaps in services and develop products and services that will be relevant for today's empowered consumer.
authors.affiliation: International Council of Nurses, Geneva, Switzerland.
authors.forename: M
authors.initials: M
authors.lastname: Kingma
mesh_terms: D002321:Career Choice; D004465:Economic Competition; D004471:Economics, Nursing / Q000639:trends*; D016520:Entrepreneurship; D018166:Health Care Reform; D006801:Humans; D008389:Marketing of Health Services / Q000639:trends*; D010317:Partnership Practice; D012051:Reimbursement Mechanisms; D013557:Switzerland