Institutionalization of Marketing in Hospitals in the Czech Republic
Staňková Pavla
Keywords:
Health Care, Hospital, Marketing, Marketing Department, University Hospital, Stand-Alone Hospital,
Health System
Abstract:
This paper deals with the specifics of marketing management in hospitals and the role of marketing
in hospitals in the Czech Republic. Its goal is to present marketing as a tool enabling hospitals
to compete in an open market. Nowadays, hospitals increasingly realise that there is a need for
marketing management in health care services. The importance of marketing management is
then represented by the institutionalization of marketing by means of establishing marketing
departments or appointing people to deal with marketing and marketing management. This
paper presents the results of a project financed by the Internal Grant Agency of FaME TBU
No. IGA/FaME/2012006 - Research and application of the marketing management tools in the
health care management considering reforms in the health sector.
Fulltext download:
 Institutionalization of Marketing in Hospitals in the Czech Republic [PDF file] [Filesize: 996.06 KB]
 10.7441/joc.2013.03.04
Staňková P. (2013). Institutionalization of Marketing in Hospitals
in the Czech Republic. Journal of Competitiveness, 5 (3), 46-59 https://doi.org/10.7441/joc.2013.03.04
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