ANALYSING THE SELECTED TOOLS OF MARKETING COMMUNICATION IN THE FIELD OF HEALTH CARE FROM THE CONSUMER’S POINT OF VIEW
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
An indispensable part of any organization operating under market economy conditions is its promotion. Marketing and promotion do not only apply in the business environment, but are also part of the non-business environment. Similarly to other facilities operating on the Slovak market, healthcare facilities use ‘a variety of marketing communication tools’ to promote and present themselves. The use of selected marketing communication tools to promote offered services to healthcare facilities in the Slovak Republic can attract and discourage potential clients. The paper focuses on the theoretical basics of marketing and marketing communication of medical facilities. The objective of the article is to analyse the perception of selected marketing communications tools of healthcare facilities operating in the Prešov region from the customer’s point of view.
Authors and Affiliations
Radovan Bačík, Jaroslava Gburová
Keywords
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