. . . "WSEAS Press" . . . "Marketing communication of healthcare organizations is becoming an essential part of marketing management in healthcare. Even though many organizations have been refusing this target group communication tool so far, it is obvious that other healthcare organizations fully realize the need of efficient management of marketing communication. Diversification of health plans due to legislative changes in healthcare will necessitate more and more the use of new methods, tools and styles of marketing communication. Marketing communication may thus become a strong competitive tool of healthcare institutions. The article aims to emphasize the role of marketing communication in healthcare organization management on the one hand, and to present the current level of marketing communication tools in healthcare on the other hand. The purpose of the article is to identify gaps which healthcare organizations have in the use of marketing communication tools and to outline future directions of marketing communication." . . "Kon\u010Dit\u00EDkov\u00E1, Gabriela" . . . "RIV/70883521:28120/12:43868606" . . . "Sas\u00EDnkov\u00E1, Martina" . "Marketing communication of healthcare organizations is becoming an essential part of marketing management in healthcare. Even though many organizations have been refusing this target group communication tool so far, it is obvious that other healthcare organizations fully realize the need of efficient management of marketing communication. Diversification of health plans due to legislative changes in healthcare will necessitate more and more the use of new methods, tools and styles of marketing communication. Marketing communication may thus become a strong competitive tool of healthcare institutions. The article aims to emphasize the role of marketing communication in healthcare organization management on the one hand, and to present the current level of marketing communication tools in healthcare on the other hand. The purpose of the article is to identify gaps which healthcare organizations have in the use of marketing communication tools and to outline future directions of marketing communication."@en . . "Praha" . "RIV/70883521:28120/12:43868606!RIV13-MSM-28120___" . "Zll\u00EDn" . "978-1-61804-124-1" . "Advances in Finance and Accounting" . "Healthcare organization, hospitals, private medical institutions, marketing communication, outsourcing, media, corporate identity, advertising, public relations."@en . . "2227-460X" . . "2012-09-20+02:00"^^ . "Sta\u0148kov\u00E1, Pavla" . "[22506AA7F9A5]" . . . . "28120" . "6"^^ . . "Application of Marketing Communication Tools in Healthcare Organizations Management" . . "3"^^ . "123338" . "Application of Marketing Communication Tools in Healthcare Organizations Management" . . "3"^^ . "S" . "Application of Marketing Communication Tools in Healthcare Organizations Management"@en . . . . "Application of Marketing Communication Tools in Healthcare Organizations Management"@en . . .