PT  - JOURNAL ARTICLE
AU  - Bellová, Jana
TI  - MARKETING COMMUNICATION IN HEALTH CARE AS ONE OF THE COMPONENTS OF C-MIX
DP  - 2009 Oct 1
TA  - Profese Online
PG  - 176--185
VI  - 2
IP  - 4
AID - 10.5507/pol.2009.017
IS  - 18034330
AB  - This theoretical study deals with the categorization of types of communication in health care as one of the major parts of C-mix. That is the base for marketing strategy of the health care providing institution in question that is crucial for functioning in open market economy as well as in mixed economy. It is therefore necessary to characterize the individual communication categories within the health care providing institution, understand their importance and based on that manage them strategically.