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2014 | 3 | 2 | 65-73
Article title

Service marketing mix of indian hospitals: a critical review

Selected contents from this journal
Title variants
Languages of publication
EN
Abstracts
EN
Sreenivas, Srinivasarao and Srinivasa (2013) said that “The health care market has become consumer centered and expecting high quality care at a reasonable price. The mushroomed development of corporate hospitals in India, competition is also bringing massive changes in industry structure. In this context, hospital services’ marketing is slowly and surely coming of age and is being woven into the fabric of hospitals planning and public relations programmes.” The essence of any marketing activity is marketing mix, and the central theme of the present paper revolves around the contemporary service marketing mix offered by Indian hospitals. In this paper author has critically reviewed 51 papers to describe elements of hospital service marketing mix; product, price, place, promotion, people, process and physical evidence.
Year
Volume
3
Issue
2
Pages
65-73
Physical description
Dates
published
2014-10
Contributors
  • Redakce CJSSBE, Univerzitní servis, s.r.o., Trnkovo nám. 1112/2, 152 00 Praha 5, Czech Republic
References
Document Type
Publication order reference
Identifiers
ISSN
1805-6830
YADDA identifier
bwmeta1.element.desklight-0205ab31-f2c9-4ded-9806-719a7059ba4b
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