文章基本信息

标题：THE CLINICAL MANAGEMENT - THE SANITARY MARKETING CONVERGENCE AND COMPLEMENTARITY
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作者：Bitca Tiberiu Alexandru Ioanăş Corina
期刊名称：Annals of the University of Oradea : Economic Science
印刷版ISSN：1222-569X
电子版ISSN：1582-5450
出版年度：2009
卷号：XVIII
期号：04
出版社：University of Oradea
摘要：Initially appeared in the context of increased preoccupations for leading the organization as best as possible, the Marketing- management has later imposed itself as a management of the request, concretized in the formulation of marketing objectives and strategies for all the problems concerning performance achievement. In what these objectives are concerned, the sanitary organization differs from the other domains, since it doesn‘t enjoy the freedom of establishing the prices and choosing the consumers according to their payment capacity, this difference leading to conflicts, because, while doctors make decisions in the best interest of the patient, the management is mainly concerned with the cost and efficiency of the performed activities. Having as a starting point a literature review, the present paper sets to highlight the main difficulties encountered in the implementation of this frontier discipline in the medical field.
关键词：health management, sanitary management, business marketing, social marketing, sanitary marketing, marketing- management.