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Marketing and Nursing in a Competitive Environment
Author(s) -
Kingma Mireille
Publication year - 1998
Publication title -
international nursing review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.84
H-Index - 51
eISSN - 1466-7657
pISSN - 0020-8132
DOI - 10.1046/j.1466-7657.45.no.2issue338.5.x
Subject(s) - commercialism , marketing , business , marketing management , nursing , competitive advantage , public relations , medicine , political science , law
Marketing can no longer be considered vulgar commercialism. Ethically applied, marketing is in fact one of the necessary building stones and development tools for the future development of nursing. In the new competitive environment being created in health sectors to improve efficiency and cost‐effectiveness, the nursing profession must learn to use marketing techniques to survey the needs, identify gaps in services and develop products and services that will be relevant for today's empowered consumer.