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Abstract
With a highly competitive market for the healthcare service which is characterized by decreasing number of beds and danger of closure, hospitals are increasingly implementing the advertising and marketing plans for survival. Advertising seems to be an integral part of the dynamic growth of hospital marketing. Hospitals can get benefit or lose by how the advertising function is implemented and managed. This paper is a collective review of some of the previous research studies in this aspect putting forward the concepts.
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Notes on contributors
Sibabrata Nanda
The authors work as Doctoral Research Scholars at IBS Hyderabad, India in the Faculty of Marketing and Strategy.
Achyut Telang
The authors work as Doctoral Research Scholars at IBS Hyderabad, India in the Faculty of Marketing and Strategy.
Gaurav Bhatt
The authors work as Doctoral Research Scholars at IBS Hyderabad, India in the Faculty of Marketing and Strategy.