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Home > Business and Economics > Business and Management > Sales and marketing > Hospital Branding. M�glichkeiten Und Grenzen Des Markenaufbaus F�r Krankenh�user
Hospital Branding. M�glichkeiten Und Grenzen Des Markenaufbaus F�r Krankenh�user

Hospital Branding. M�glichkeiten Und Grenzen Des Markenaufbaus F�r Krankenh�user


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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,8, European Business School - Internationale Universit�t Schlo� Reichartshausen Oestrich-Winkel, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es darzustellen, wie sich ein Krankenhaus als Marke etablieren kann. Ferner wird untersucht welche Besonderheiten es dabei zu beachten gibt und welche Vorteile sich daraus ergeben. In den 15 Jahren von 1991 bis 2006 ist die Anzahl der Krankenh�user kontinuierlich um knapp 12,7% von 2411 auf 2104 Krankenh�user gesunken. Zwar stieg die Fallzahl um 15,5%, dies konnte jedoch nicht der geringeren Bettenauslastung durch die k�rzere durch-schnittliche Verweildauer entgegenwirken. Heutzutage sind Krankenh�user folglich mit anderen Rahmenbedingungen als noch Anfang der 1990er Jahre konfrontiert. Hinzu kamen weitere Herausforderungen wie zunehmender Wettbewerb, grenz�berschreitende Versorgung und die Einf�hrung der Krankenhausfinanzierung durch Fallpauschalen (DRG-System). Um sich in diesem ver�nderten Umfeld zu positionieren ergreifen Krankenhausbetreiber bereits heutzutage Ma�nahmen wie Kostensenkung, Konzentration durch Verlagerung und Schlie�ung von Abteilungen sowie eine Neuausrichtung ihrer Marketingstrategie. Hierzu geh�rt unter anderem die Herausbildung einer starken Marke. Die vorliegende Arbeit gliedert sich in drei aufeinander aufbauende Teile. In einem ersten Schritt werden dem Leser zun�chst die notwendigen theoretischen Kenntnisse vermittelt, die die Grundlage zur weiteren Themenbehandlung bilden sollen und auf die Komplexit�t dieser Themenstellung hinweisen. Hierbei erfolgt zun�chst die Ann�herung an eine Definition einer Marke sowie deren Merkmale. Weiterhin wird auf aktuelle und zuk�nftige Ent-wicklungen im Krankenhaussektor eingegangen. Im Hauptteil wird auf die Entwicklung einer Marke f�r ein Krankenhaus eingegangen, welche Unterschiede es dabei zu herk�mmlichen Marken gibt und


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Product Details
  • ISBN-13: 9783668216341
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668216347
  • Publisher Date: 25 Jul 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr


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