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Perceptions among Croatian surgeons of services marketing application to health care organizations

Đurđana Ozretić Došen   ORCID icon orcid.org/0000-0001-5976-5866 ; Ekonomski fakultet-Zagreb
Vide Bilić ; Opća bolnica Zabok

Puni tekst: engleski, pdf (1023 KB) str. 203-218 preuzimanja: 720* citiraj
APA 6th Edition
Ozretić Došen, Đ. i Bilić, V. (2009). Perceptions among Croatian surgeons of services marketing application to health care organizations. Market-Tržište, 21 (2), 203-218. Preuzeto s https://hrcak.srce.hr/53123
MLA 8th Edition
Ozretić Došen, Đurđana i Vide Bilić. "Perceptions among Croatian surgeons of services marketing application to health care organizations." Market-Tržište, vol. 21, br. 2, 2009, str. 203-218. https://hrcak.srce.hr/53123. Citirano 28.07.2021.
Chicago 17th Edition
Ozretić Došen, Đurđana i Vide Bilić. "Perceptions among Croatian surgeons of services marketing application to health care organizations." Market-Tržište 21, br. 2 (2009): 203-218. https://hrcak.srce.hr/53123
Harvard
Ozretić Došen, Đ., i Bilić, V. (2009). 'Perceptions among Croatian surgeons of services marketing application to health care organizations', Market-Tržište, 21(2), str. 203-218. Preuzeto s: https://hrcak.srce.hr/53123 (Datum pristupa: 28.07.2021.)
Vancouver
Ozretić Došen Đ, Bilić V. Perceptions among Croatian surgeons of services marketing application to health care organizations. Market-Tržište [Internet]. 2009 [pristupljeno 28.07.2021.];21(2):203-218. Dostupno na: https://hrcak.srce.hr/53123
IEEE
Đ. Ozretić Došen i V. Bilić, "Perceptions among Croatian surgeons of services marketing application to health care organizations", Market-Tržište, vol.21, br. 2, str. 203-218, 2009. [Online]. Dostupno na: https://hrcak.srce.hr/53123. [Citirano: 28.07.2021.]

Sažetak
This paper deals with the reflections on the problems involved in the marketing of health care services. There are a number of particularities and limitations requiring a creative approach to the application of marketing to health care organizations. The first part of the paper summarizes theoretical contributions on specific characteristics of services marketing in health care. Exploratory research of the perceptions among surgeons of health services marketing, which is described in the second part, provides a useful insight into the possibility of applying marketing to specialist surgical services. Research was conducted among general surgeons employed at Croatian public health care organizations. Results show a discrepancy between the awareness of services marketing and its application to surgical practice. Continuous education is necessary to better acquaint surgeons with services marketing as a business philosophy, which may improve performance in the provision of health services.

Ključne riječi
health services marketing; specialist surgical health service

Hrčak ID: 53123

URI
https://hrcak.srce.hr/53123

[hrvatski]

Posjeta: 1.295 *