Contabilidade e Marketing

A Study on Impact of Marketing Mix and Implementation of Marketing Mix Strategies in Tertiary Care Hospital: Health Care Executives and Clinicians ′ Perspectives: A Literature Review

Abstract

Trisha Kumari and Jasbeer Singh

The purpose of this paper is to determine the effect of marketing mix strategies and implementation of marketing mix strategies in a tertiary care multispeciality hospital. Objectives of the study wereto explore the marketing mix strategies practiced in the 7Ps of marketing mix of the hospital and to analyze the perspective of healthcare executives and clinicians in the 7ps of marketing mix. A 5-point Likert scale was used to assess the data. Statistical analysis was done on the obtained result. Later, t-test was used for comparing the two sets of data.