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master's thesis
OBILJEŽJA STRATEŠKOG MARKETINGA ZDRAVSTVENOG TRŽIŠTA
Zagreb: Zagreb School of Business, 2021. urn:nbn:hr:180:195213
Parać, Marko
Zagreb School of Business

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Cite this document

Parać, M. (2021). OBILJEŽJA STRATEŠKOG MARKETINGA ZDRAVSTVENOG TRŽIŠTA (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:195213

Parać, Marko. "OBILJEŽJA STRATEŠKOG MARKETINGA ZDRAVSTVENOG TRŽIŠTA." Master's thesis, Zagreb School of Business, 2021. https://urn.nsk.hr/urn:nbn:hr:180:195213

Parać, Marko. "OBILJEŽJA STRATEŠKOG MARKETINGA ZDRAVSTVENOG TRŽIŠTA." Master's thesis, Zagreb School of Business, 2021. https://urn.nsk.hr/urn:nbn:hr:180:195213

Parać, M. (2021). 'OBILJEŽJA STRATEŠKOG MARKETINGA ZDRAVSTVENOG TRŽIŠTA', Master's thesis, Zagreb School of Business, accessed 24 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:195213

Parać M. OBILJEŽJA STRATEŠKOG MARKETINGA ZDRAVSTVENOG TRŽIŠTA [Master's thesis]. Zagreb: Zagreb School of Business; 2021 [cited 2024 November 24] Available at: https://urn.nsk.hr/urn:nbn:hr:180:195213

M. Parać, "OBILJEŽJA STRATEŠKOG MARKETINGA ZDRAVSTVENOG TRŽIŠTA", Master's thesis, Zagreb School of Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:180:195213

Metadata
TitleOBILJEŽJA STRATEŠKOG MARKETINGA ZDRAVSTVENOG TRŽIŠTA
Title (english)Characteristics of health market strategic marketing
AuthorMarko Parać
MentorPredrag Čudina (mentor)
Committee memberGoran Luburić (predsjednik povjerenstva)
Committee memberNeven Šipić (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2021-03-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Integracija marketinga u području zdravstvene zaštite, počevši od 50-ih, popraćena je nizom kontroverzi koje su generirali etički i moralni aspekti koje ova vrsta usluga podrazumijeva, kao i poteškoće u točnom određivanju potražnje, nejednak pristup informacijama sudionika, regulirani mehanizam za utvrđivanje cijena i stopa i intervencija trećeg platitelja, značajna uloga države u osiguranju poštenog pristupa stanovništva osnovnim uslugama itd. Formulacija marketinških strategija u procesu planiranja marketinga polazi od generičke strategije koju organizacija odabire u skladu sa svojom misijom i ciljevima. Kako se mora prilagoditi okruženju u kojem djeluje, kako bi se nosila s promjenama koje se pojave, organizacija mora imati koristi od perspektive vizije, a sve svoje akcije moraju biti podređene toj viziji u cijeloj marketinškoj politici.
Abstract (english)
The integration of healthcare marketing, beginning in the 1950s, has been accompanied by a series of controversies generated by the ethical and moral aspects that this type of service entails, as well as difficulties in accurately determining demand, unequal access to participant information, regulated pricing and rates and third-party intervention, the significant role of the state in ensuring fair access of the population to basic services, etc. The formulation of marketing strategies in the marketing planning process starts from the generic strategy that the organization chooses in accordance with its mission and goals. As it must adapt to the environment in which it operates, in order to cope with the changes that occur, the organization must benefit from a vision perspective, and all of its actions must be subordinated to that vision throughout marketing policy.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:195213
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist/specijalistica marketinga i komunikacija (stručni specijalist/specijalistica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-04-13 08:44:23