[Marketing for hospitals--an issue?].
Since economization of medicine continues, marketing is becoming more and more important. To shape marketing activities in correspondence with their professional ethics, physicians need some basic knowledge about marketing. The process of marketing consists of SWOT-analysis, market segmentation, market differentiation, positioning and the marketing-mix with ist most important component, the marketing communication. Specific aspects in the marketing of medical services derive from their nature as a service and the determinants of perceived service quality.
Schindler
Achim W
AW
Klinik und Poliklinik für Anästhesiologie und Intensivtherapie, Universitätklinikum Rostock, Germany.
Schindler
Nicola
N
Vagts
Dierk
D
D003695:Delivery of Health Care / Q000458:organization & administration*; D005858:Germany; D006739:Hospital Administration / Q000379:methods*; D008389:Marketing of Health Services / Q000458:organization & administration*; D011785:Quality Assurance, Health Care / Q000379:methods* / Q000458:organization & administration*