Service marketing mix of indian hospitals: a critical review

• Authors: Dharmesh Motwani , Vijay Shrimali
• 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.

Keywords

EN

Hospital marketing; service marketing mix; India

Discipline

• ECONOMICS: ECONOMICS

• Publisher: University Service Publishing, Prague, Czech Republic
• Journal: Czech Journal of Social Sciences, Business and Economics
• Year: 2014
• Volume: 3
• Issue: 2
• Pages: 65-73

Dates

published

2014-10

Contributors

author

Dharmesh Motwani

author

Vijay Shrimali

• Redakce CJSSBE, Univerzitní servis, s.r.o., Trnkovo nám. 1112/2, 152 00 Praha 5, Czech Republic

Identifiers

ISSN

1805-6830