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Branding and Market Positioning. Corporate Hospital
В наличии
Местонахождение: Алматы | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Poonam Saini
ISBN: 9783659963391
Год издания: 2016
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 72
Издательство: LAP LAMBERT Academic Publishing
Цена: 21699 тг
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Сферы деятельности:Код товара: 164254
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Аннотация: The study shows that the hospital which has taken marketing initiatives has made an edge for itself over the other hospitals. But in case of marketing, still there is a gap between what hospitals should be and where they are standing now. It is very difficult to market a service with the characteristics of inseparability, intangibility, variability and perishability. This limits the hospital from aggressive marketing since it was considered a noble profession. Therefore, the need of the hour is to be more creative and innovative and find out new strategies and methods to market a hospital brand. So, to establish itself as a brand, the hospitals should fulfil all the C’s- content, consistency, community and communication. Quality is the best way to create a better image in the mind of the consumer. Salient Features: 1. Helps in understanding the concept of branding and market positioning in depth. 2. The people perception towards the hospital brands and impact of branding on patient and employee satisfaction. 3. Findings explain the factors which affect the consumer health seeking behaviour towards hospital. 4. The strategies to improve the brand image of a hospital.
Ключевые слова: Brand Value, Branding, Healthcare, hospital, Hospitals, Market Positioning, identity, marketing, Perception, Logo, symbol, insurance, trust, tie-ups