RT Journal Article
SR Electronic
A1 Bellová, Jana
T1 MARKETING COMMUNICATION IN HEALTH CARE AS ONE OF THE COMPONENTS OF C-MIX
JF Profese Online
YR 2009
VO 2
IS 4
SP 176
OP 185
DO 10.5507/pol.2009.017
UL https://profeseonline.upol.cz/en/artkey/pol-200904-0002.php
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.