The Impact of Competitive Environment: On the Service Marketing Mix Strategy of Health Organisations in Developing Countries: Jordanian Private Sector Hospital Senior Managers Perspective - Softcover

Ahmad, Alaeddin

Softcover

ISBN 10: 3330062347 ISBN 13: 9783330062344

Publisher: LAP LAMBERT Academic Publishing, 2019

Synopsis

The environment of Jordanian private hospitals has never been so complex and challenging as at present. There are huge influences on these hospitals in the current climate. Managers in these hospitals are finding themselves, more than ever before, confronted by increasing pressures and demands which they must seek to understand and respond to in their service marketing mix strategy in order to achieve effective strategic marketing in terms of their choice of service marketing mix strategy components (namely health service, pricing, distribution, promotion, physical evidence, process, and personal strategies). This research, therefore, investigates the influence competitive environment factors have on the service marketing mix strategy components made by Jordanian private hospital managers, and on the reality of the Jordanian private hospital marketing. The literature review reveals that there is an extensive body of research that addresses service marketing mix strategy in general but there is less emphasis on the health sector.

Edition details

• Publisher: LAP LAMBERT Academic Publishing
• Publication date: 2019
• Language: English
• ISBN 10: 3330062347
• ISBN 13: 9783330062344
• Binding: Paperback
• Number of pages: 348