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  1. 1 Zarządzanie i Finanse

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  1. 1 Wiercińska A.

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  1. 1 2012

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Wiercińska A.
Zarządzanie i Finanse
|
2012
|
vol. 2
|
issue 2
165-176
EN
Efficiency and effectiveness of marketing activity in companies which provide medical services, requires the specific knowledge of the health care market. The article shows the characteristic features of health care market that affect the management of the medical enterprises and their marketing strategy. The specific features of the health care services (intangibility, heterogeneity, inseparability and instability), which have a key impact on the marketing mix used in the companies, were also described in this paper.
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