"S" . "RIV/70883521:28120/13:43869702" . "Juraj \u0160tefu\u0148 - Georg" . "Kniha \u201EMarketingov\u00E9 \u0159\u00EDzen\u00ED nemocnic\u201C vych\u00E1z\u00ED z dlouhodob\u00E9ho z\u00E1jmu autorky o problematiku marketingu a marketingov\u00E9ho \u0159\u00EDzen\u00ED zdravotnick\u00FDch organizac\u00ED. V knize je publikov\u00E1na \u010D\u00E1st v\u00FDsledk\u016F v\u00FDzkum\u016F, kter\u00E9 byly z\u00EDsk\u00E1ny v r\u00E1mci \u0159e\u0161en\u00ED projektu Intern\u00ED grantov\u00E9 agentury Univerzity Tom\u00E1\u0161e Bati ve Zl\u00EDn\u011B \u010D. IGA/FAME/2012006 \u2013 V\u00FDzkum a aplikace n\u00E1stroj\u016F marketingov\u00E9ho \u0159\u00EDzen\u00ED do \u0159\u00EDzen\u00ED zdravotnick\u00FDch organizac\u00ED vzhledem k reform\u00E1m ve zdravotnictv\u00ED. V prvn\u00ED kapitole knihy jsou vymezena v\u00FDchodiska pro uplatn\u011Bn\u00ED marketingov\u00E9ho \u0159\u00EDzen\u00ED ve specifick\u00E9m prost\u0159ed\u00ED zdravotn\u00EDho trhu, kter\u00E1 jsou nutn\u00E1 pro pochopen\u00ED obt\u00ED\u017Enosti marketingov\u00E9ho \u0159\u00EDzen\u00ED nemocnic. V \u00FAvodu je prezentov\u00E1n v\u00FDvoj zdravotnictv\u00ED s ohledem na postaven\u00ED nemocnic v historii a je zde tak\u00E9 zd\u016Frazn\u011Bn koncept zdravotn\u00ED politiky uplat\u0148ovan\u00FD panem Tom\u00E1\u0161em Ba\u0165ou na za\u010D\u00E1tku minul\u00E9ho stolet\u00ED. V n\u00E1vaznosti na historick\u00FD kontext v\u00FDvoje zdravotn\u00ED p\u00E9\u010De jsou p\u0159ibl\u00ED\u017Eeny tak\u00E9 syst\u00E9my zdravotn\u00ED p\u00E9\u010De. \u010C\u00E1st kapitoly se tak\u00E9 zab\u00FDv\u00E1 legislativn\u00EDm vymezen\u00EDm nemocnic. St\u011B\u017Eejn\u00ED \u010D\u00E1st\u00ED knihy jsou kapitoly 5 a\u017E 10, kter\u00E9 se v\u011Bnuj\u00ED marketingov\u00E9mu \u0159\u00EDzen\u00ED nemocnic a jsou zde prezentov\u00E1ny tak\u00E9 v\u00FDsledky v\u00FDzkum\u016F realizovan\u00FDch na Fakult\u011B managementu a ekonomiky. Text je nejprve zam\u011B\u0159en na vymezen\u00ED z\u00E1kladn\u00EDch v\u00FDchodisek pro marketingov\u00E9 \u0159\u00EDzen\u00ED nemocnic, a to jak z hlediska specifik uplat\u0148ov\u00E1n\u00ED marketingu v nemocnic\u00EDch, vztahov\u00FD marketing, postaven\u00ED klienta jako z\u00E1kazn\u00EDka zdravotn\u00EDch slu\u017Eeb a vn\u00EDm\u00E1n\u00ED marketingu managementem nemocnice. Kapitola 6 je v\u011Bnov\u00E1na n\u00E1stroj\u016Fm marketingov\u00E9ho \u0159\u00EDzen\u00ED nemocnic, kapitola 7 marketingov\u00E9mu \u0159\u00EDzen\u00ED nemocnic s d\u016Frazem na marketingov\u00E9 pl\u00E1nov\u00E1n\u00ED. Dal\u0161\u00ED kapitola prezentuje z\u00E1kladn\u00ED n\u00E1stroje, metody a techniky, kter\u00E9 mohou nemocnice vyu\u017E\u00EDt pro kvalitn\u011Bj\u0161\u00ED marketingov\u00E9 \u0159\u00EDzen\u00ED. Navazuj\u00EDc\u00ED 9 kapitola obsahuje n\u00E1vrh metodick\u00E9ho postupu implementace marketingov\u00E9ho \u0159\u00EDzen\u00ED do \u0159\u00EDzen\u00ED nemocnic. Z\u00E1v\u011Bre\u010Dn\u00E9 kapitoly jsou v\u011Bnov\u00E1ny zamy\u0161len\u00ED nad \u00FArovn\u00ED marketingov\u00E9ho \u0159\u00EDzen\u00ED nemocnic v \u010Cesk\u00E9 republice."@cs . "[4A6CDF830F78]" . "1" . "28120" . "Kniha \u201EMarketingov\u00E9 \u0159\u00EDzen\u00ED nemocnic\u201C vych\u00E1z\u00ED z dlouhodob\u00E9ho z\u00E1jmu autorky o problematiku marketingu a marketingov\u00E9ho \u0159\u00EDzen\u00ED zdravotnick\u00FDch organizac\u00ED. V knize je publikov\u00E1na \u010D\u00E1st v\u00FDsledk\u016F v\u00FDzkum\u016F, kter\u00E9 byly z\u00EDsk\u00E1ny v r\u00E1mci \u0159e\u0161en\u00ED projektu Intern\u00ED grantov\u00E9 agentury Univerzity Tom\u00E1\u0161e Bati ve Zl\u00EDn\u011B \u010D. IGA/FAME/2012006 \u2013 V\u00FDzkum a aplikace n\u00E1stroj\u016F marketingov\u00E9ho \u0159\u00EDzen\u00ED do \u0159\u00EDzen\u00ED zdravotnick\u00FDch organizac\u00ED vzhledem k reform\u00E1m ve zdravotnictv\u00ED. V prvn\u00ED kapitole knihy jsou vymezena v\u00FDchodiska pro uplatn\u011Bn\u00ED marketingov\u00E9ho \u0159\u00EDzen\u00ED ve specifick\u00E9m prost\u0159ed\u00ED zdravotn\u00EDho trhu, kter\u00E1 jsou nutn\u00E1 pro pochopen\u00ED obt\u00ED\u017Enosti marketingov\u00E9ho \u0159\u00EDzen\u00ED nemocnic. V \u00FAvodu je prezentov\u00E1n v\u00FDvoj zdravotnictv\u00ED s ohledem na postaven\u00ED nemocnic v historii a je zde tak\u00E9 zd\u016Frazn\u011Bn koncept zdravotn\u00ED politiky uplat\u0148ovan\u00FD panem Tom\u00E1\u0161em Ba\u0165ou na za\u010D\u00E1tku minul\u00E9ho stolet\u00ED. V n\u00E1vaznosti na historick\u00FD kontext v\u00FDvoje zdravotn\u00ED p\u00E9\u010De jsou p\u0159ibl\u00ED\u017Eeny tak\u00E9 syst\u00E9my zdravotn\u00ED p\u00E9\u010De. \u010C\u00E1st kapitoly se tak\u00E9 zab\u00FDv\u00E1 legislativn\u00EDm vymezen\u00EDm nemocnic. St\u011B\u017Eejn\u00ED \u010D\u00E1st\u00ED knihy jsou kapitoly 5 a\u017E 10, kter\u00E9 se v\u011Bnuj\u00ED marketingov\u00E9mu \u0159\u00EDzen\u00ED nemocnic a jsou zde prezentov\u00E1ny tak\u00E9 v\u00FDsledky v\u00FDzkum\u016F realizovan\u00FDch na Fakult\u011B managementu a ekonomiky. Text je nejprve zam\u011B\u0159en na vymezen\u00ED z\u00E1kladn\u00EDch v\u00FDchodisek pro marketingov\u00E9 \u0159\u00EDzen\u00ED nemocnic, a to jak z hlediska specifik uplat\u0148ov\u00E1n\u00ED marketingu v nemocnic\u00EDch, vztahov\u00FD marketing, postaven\u00ED klienta jako z\u00E1kazn\u00EDka zdravotn\u00EDch slu\u017Eeb a vn\u00EDm\u00E1n\u00ED marketingu managementem nemocnice. Kapitola 6 je v\u011Bnov\u00E1na n\u00E1stroj\u016Fm marketingov\u00E9ho \u0159\u00EDzen\u00ED nemocnic, kapitola 7 marketingov\u00E9mu \u0159\u00EDzen\u00ED nemocnic s d\u016Frazem na marketingov\u00E9 pl\u00E1nov\u00E1n\u00ED. Dal\u0161\u00ED kapitola prezentuje z\u00E1kladn\u00ED n\u00E1stroje, metody a techniky, kter\u00E9 mohou nemocnice vyu\u017E\u00EDt pro kvalitn\u011Bj\u0161\u00ED marketingov\u00E9 \u0159\u00EDzen\u00ED. Navazuj\u00EDc\u00ED 9 kapitola obsahuje n\u00E1vrh metodick\u00E9ho postupu implementace marketingov\u00E9ho \u0159\u00EDzen\u00ED do \u0159\u00EDzen\u00ED nemocnic. Z\u00E1v\u011Bre\u010Dn\u00E9 kapitoly jsou v\u011Bnov\u00E1ny zamy\u0161len\u00ED nad \u00FArovn\u00ED marketingov\u00E9ho \u0159\u00EDzen\u00ED nemocnic v \u010Cesk\u00E9 republice." . "\u017Dilina" . . "Hospital Marketing Management"@en . . . "healthcare, hospital, marketing, marketing management"@en . . "208"^^ . "Hospital Marketing Management"@en . "The publication deals with the role and specifics of marketing management in hospital and there are results presented obtained within the financial support from IGA TBU No. IGA/FAME/2012006 during 2012-2013. The first chapter of the book defines ways of applying marketing management in the specific environment of health market which are essential in order to understand the difficulty of marketing management in hospitals. The introduction presents the development of health care with regard to the role of hospitals in history, and there is also emphasized the concept of health policy applied by Mr. Tomas Bata at the beginning of the last century. Following the historical context of the development of health care, there are healthcare systems further specified as well. Part of the chapter is also focused on the legislative specification of hospitals. The main section of the book consists of Chapters 5 - 10 which dwell on marketing management in hospitals and represent results of research carried out at the Faculty of Management and Economics. The text is initially aimed at defining the basic solutions for marketing management in hospitals, both in terms of the specifics of applying marketing in hospitals, relationship marketing, client status as a customer of health services and the perception of marketing by hospital management. Chapter 6 addresses marketing management tools in hospitals; Chapter 7 deals with marketing management in hospitals with an emphasis on marketing planning. The next chapter presents the basic tools, methods and techniques that can be used by hospitals to achieve higher quality marketing management. The following Chapter 9 contains a draft of methodological procedure for implementing marketing management in hospitals management. The attention in final chapters is paid to considering the present and the future of marketing management in hospitals."@en . "RIV/70883521:28120/13:43869702!RIV14-MSM-28120___" . . . "Sta\u0148kov\u00E1, Pavla" . . "1"^^ . . . "1"^^ . . "Marketingov\u00E9 \u0159\u00EDzen\u00ED nemocnic"@cs . "Marketingov\u00E9 \u0159\u00EDzen\u00ED nemocnic" . . "86420" . "Marketingov\u00E9 \u0159\u00EDzen\u00ED nemocnic"@cs . . . . "Marketingov\u00E9 \u0159\u00EDzen\u00ED nemocnic" . "Marketingov\u00E9 \u0159\u00EDzen\u00ED nemocnic" . . "208"^^ . . "978-80-89401-64-2" .