CONTEMPORARY TENDENCIES ON MARKETING OF HEALTH SERVICES
Клучни зборови:
management, marketing of health services, health economics, health promotionАпстракт
The article investigates the contemporary economic tendencies that marketing is a new perspective for health management, offering greater and broader view of the progress made to date by different sciences and disciplines. Appropriating marketing as a management tool means to have a broader instrumental to work according to carry the drugs market, medical technology and instrumentation, offer and reorient services, design and implement health programs, reconciling the objectives and purposes of the health institution with the user, consumer and patient, thus, both achieve their ends. If we are applying appropriate marketing techniques, surely, we will find an ally to produce well-being, to respond to the new paradigms that become ineluctable challenges of everyone, anywhere in the world, we advocate the health of mankind.
Референци
Drucker P. The new course of management. SUMMA, April / 99 edition 59.
Kotler, P., Clarke, R. N., Marketing for Health Care Organizations, Englewood Cliffs, N. J., Prentice-Hall, 1986;
P Kotler, Andreasen A. Strategic marketing for nonprofit organization. New Jersey: Prentice Hall; 1991.
P. Kotler Marketing Management. Madrid: Prentice Hall; 1992.
Suarez Lugo N. Marketing and Health: a theoretical and practical perspective. Training Centre.National School of Public Health. 1999.
Lovelock, C., Wirtz, J., Lapert, D., Marketing des services, Pearson Education France, Paris, 2004; 40.
Lovelock, C., Services Marketing, Prentice Hall, Englewood Cliffs, New Jersey, 1991;
OPS. Report by the Director. Official Document No. 234. 1990.
OPS. Action Plan 1992/1995. Washington DC. OPS; 148 (HPA / HPA / 1/91).
Stanton, W.J. , Fundamentals of Marketing, Sixth Edition, McGraw- Hill Book Co, New York, 1981; 81.
Thomas, R., Marketing Health Services, Health Administration Press, Chicago, 2004;
PAHO / WHO. Social Communication Manual for Health Programs. Washington DC. PAHO 1992.
Andreasen AL. Marketing Social Change. San Francisco: Jossey-Bass Pub 1995.
Vanormalingen Pineda. Quality Management in Health, Washington: PAHO / WHO.
Zeithaml, V.A., Bitner, M.J., Services Marketing, Mc Graw-Hill, New York, 1996.
LG Shiffman, Kanut L. Lazar Consumer Behavior. 3ra. Madrid Ed. Prentice Hall Hispano, 1994.
Manoff RK. Social Marketing: New imperative for public health. New York: Proeger Pub 1985.
Vandercammen, M., Gauty Sinechal, M., Recherche Marketing, Outil fondamental de marketing, Ed. De Boeck, 1999, Departament De Boeck Universite Bruxelles.
Buchanan DR, Sasiragha R, Zafar H. Social Marketing: a critical appraisal. Health Promotion Intern 1994, 9 (1): 49-57.
Hastings GB, J. Haywood Social Marketing: a critical response. Health Promotion Intern 1994, 9 (1): 59-64.
Dubois, R., Determinants of Health and Disease, Britannica Perspectives, vol. I, 1968.
