TY - JOUR
TI - Role of marketing activities in the process of management in the Children’s University Hospital of Kraków – case study
AU - Rogala, Maciej
AU - Badora-Musiał, Katarzyna
AU - Kowalska, Iwona
AU - Mokrzycka, Anna
TI - Role of marketing activities in the process of management in the Children’s University Hospital of Kraków – case study
AB - Contemporarily the increasing role of marketing in the process of hospital management may be observed due to the lastly undertaken processes of systemic changes. The paper describes this phenomena on the basis of the Children’s University Hospital of Kraków, one of the leading polish centers in pediatrics. Authors analyze the case of a public clinical hospital asking if marketing activities should be used in such case. The issues focused on public relations and relations with the most important stakeholders are taken into account with a specific regard to the process of the hospital development, potential support for the hospital’s budget and for the future perspectives of such important provider. The case study explicitly illustrates the importance of different marketing techniques and actions for the process of effective management. The final conclusion underlined hereby, is the existing necessity of making publicly visible the vital role of such hospitals as well as building the positive and publicly accepted image of relationship and cooperation amongst stakeholders. This may be obtained with a great help and contribution of marketing knowledge and practices, specifically public relations and relationship marketing, 
VL - 2014
IS - Volume 12, Issue 2
PY - 2014
SN - 1731-7398
C1 - 2084-2627
SP - 163
EP - 174
DO - 10.4467/20842627OZ.14.018.3110
UR - https://ejournals.eu/en/journal/zdrowie-publiczne-i-zarzadzanie/article/rola-dzialan-marketingowych-w-zarzadzaniu-podmiotem-leczniczym-na-przykladzie-uniwersyteckiego-szpitala-dzieciecego-w-krakowie
KW - marketing
KW - public relations
KW - relationship marketing
KW - stakeholders