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Marketing Mix in Healthcare Services

Author

Listed:
  • Stefan Catana

    (University of Bucharest)

  • Sorin-George Toma

    (University of Bucharest)

Abstract

In a highly competitive environment, considering the characteristics of nowadays society and the large number of businesses in the field of medical services, competitive advantages and marketing tools are essential for differentiation. For a company to act and react in accordance with the needs of its customers, it is important to consider the components of the extended marketing mix. The aim of the paper is to present the particularities of the components of the marketing mix and their applicability in the field of healthcare services. The methodology was based on a quantitative deskresearch method. The paper contributes to an enrichment of the literature on marketing characteristics of health services.

Suggested Citation

  • Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix in Healthcare Services," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 485-489, August.
    • Handle: RePEc:ovi:oviste:v:xxi:y:2021:i:1:p:485-489
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    File URL: https://stec.univ-ovidius.ro/html/anale/RO/2021/Section%204/6.pdf
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    References listed on IDEAS

    as
    1. Professor Paul Marinescu & Sorin-George Toma, 2015. "Strategy and Change," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 21(1), pages 145-150, May.
    2. Catalin GRADINARU & Sorin-George TOMA, 2017. "Performance In Services Marketing. The Case Of Two Of The World'S Best Restaurants," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 2(4), pages 99-109.
    3. Cãtãlin Grãdinaru & Sorin-George Toma & Paul Marinescu, 2016. "Marketing Mix in Services," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 311-314, July.
    4. Paul Marinescu & Niculae Sabin Mihai & Toma Sorin, 2010. "Pricing Strategy Used As A Tool For Building Customer Satisfaction In The Retail Sector," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(2), pages 1122-1127, December.
    5. Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix And Corporate Social Responsability In Automotive Industry – Case Study: Mazda Motor Corporation," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 205-209, February.
    6. Catalin GRADINARU & Sorin-George TOMA, 2017. "The Extended Marketing Mix: The Case Of El Celler De Can Roca," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 2(3), pages 219-227.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Sorin-George Toma & Stefan Catana, 2021. "Linking Customer Experience With The Extended Marketing Mix," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 105-109, October.
    2. Stefan-Alexandru CATANA & Sorin-George TOMA, 2022. "Basics Of Marketing Simulations ? Markstrat Simulator," Management Strategies Journal, Constantin Brancoveanu University, vol. 56(2), pages 224-229.
    3. Sorin-George Toma & Stefan Catana & Catalin Gradinaru, 2022. "Decoding the Lean Enterprise," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 762-767, September.
    4. Sorin-George Toma, 2023. "The Evolution of the World’s Most Valuable Brands in the Period 2018-2023," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 815-821, August.
    5. Sorin-George Toma & Stefan-Alexandru Catana & Catalin Gradinaru, 2022. "Competitive Business Strategies In Global Retailing: The Case Of Wal-Mart," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 106-112, February.

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    More about this item

    Keywords

    marketing mix; healthcare; services;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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