ICAM-2017

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17521

Browse

Filters

20172

Settings

Author: search.filters.author.Sona, C.S.Subject: search.filters.subject.marketing

Search Results

Now showing 1 - 2 of 2
  • No Thumbnail Available
    Item
    THE ROLE OF THE MARKETING IN HEALTHCARE
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sona, C.S.; Jan, P.
    The aim of the article is to define theoretical approaches to marketing in the healthcare. Still dominates the point of view that the marketing can only afford a prosperous provider. The aim of this article is to demonstrate that any provider seeking to enforce can not dispense with the good marketing. The essence of health care is service and therefore its marketing is conceived as a marketing of service. It is typical of it that does not stand alone like f.e. the marketing of typical trade organization but mingle with the management of people and performance as well. Everything depends on the centerpiece, which is the patient. The most important requirement of the marketing in health care is to make the patient satisfied. From this point of view the marketing in health care is concentrated on two areas. On quality of provided services as well as communication quality between provider and patient. As far as quality of provided services is concerned, it includes professionalism, optimal outcome, minimum risk to patients, treatment in line with current medical standards and values as well as in regard to efficient use of the resources. Regarding the communications it should be emphasized the role of mutual understanding between patient and provider. In practice it has been repeatedly shown that patients who understand the doctor instructions and arguments are willing to cooperate to a greater extent. Using this philosophy we analyze the basic principles of health marketing. The analyze has been provided by literature research and obtained results could be used as an aid for managers of health care providers to help them to transform public healthcare from what is still a predominantly supplier and product-driven service to one that is truly relationship orientated.
  • No Thumbnail Available
    Item
    REGIONAL BRANDS AS A TOOL OF MARKETING COMMUNICATIONS
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sona, C.S.
    The aim of the article is to define theoretical approaches to competitiveness on macro level and micro level and specify the possibilities of increasing of competitiveness of small companies through regional products labels. The article defines theoretical approaches to term as region, regional product´s label and defines the using of regional labels on products and services in practice in the Slovak Republic. The regional brands are for some producers just one tool used for advertising and promoting their products on national level. The regional brands are used in tourism promotion and promotion of services. The projects of promoting the regional brands could be financed from EU funds under Program LEADER. The research has been provided by questionnaire for consumers in the Slovak republic. The knowledge of Slovak consumers about regional brands are not so high as the producers wished. The results of survey could be used for advertising campaign of the Association of the Regional Brands in Slovakia.