Marketing in the healthcare sector
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Abstract
This article deals with the importance of marketing in the healthcare sector and shows how healthcare institutions efficiently fulfilled the customers¿ and the market¿s expectations. A review of the literature on the subject revealed that healthcare services were enriched by the use of marketing tools. There is a need for a change in attitude, with the adoption of marketing as a tool that will differentiate the services as well as raise customer satisfaction.
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How to Cite
Rosaly, R., & Zucchi, P. (2004). Marketing in the healthcare sector. Brazilian Journal of Public Administration, 38(5), 711 a 728. Retrieved from https://periodicos.fgv.br/rap/article/view/6750
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