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professional thesis
MARKETING U ZDRAVSTVENOM TURIZMU
Završni rad poslijediplomskog specijalističkog studija
2022. urn:nbn:hr:145:294070
Posavec, Roberto
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Posavec, R. (2022). MARKETING U ZDRAVSTVENOM TURIZMU : Završni rad poslijediplomskog specijalističkog studija (Professional thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:294070

Posavec, Roberto. "MARKETING U ZDRAVSTVENOM TURIZMU : Završni rad poslijediplomskog specijalističkog studija." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:294070

Posavec, Roberto. "MARKETING U ZDRAVSTVENOM TURIZMU : Završni rad poslijediplomskog specijalističkog studija." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:294070

Posavec, R. (2022). 'MARKETING U ZDRAVSTVENOM TURIZMU : Završni rad poslijediplomskog specijalističkog studija', Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 31 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:294070

Posavec R. MARKETING U ZDRAVSTVENOM TURIZMU : Završni rad poslijediplomskog specijalističkog studija [Professional thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2025 March 31] Available at: https://urn.nsk.hr/urn:nbn:hr:145:294070

R. Posavec, "MARKETING U ZDRAVSTVENOM TURIZMU : Završni rad poslijediplomskog specijalističkog studija", Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:294070

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Metadata
TitleMARKETING U ZDRAVSTVENOM TURIZMU : Završni rad poslijediplomskog specijalističkog studija
Title (english)MARKETING IN HEALTH TOURISM : Postgraduate final paper
AuthorRoberto Posavec
MentorDrago Ružić (mentor)
Committee memberHelena Štimac (predsjednik povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2022-04-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketing je temelj poslovanja svakog poslovnog sustava, dok funkcija marketinga izravno utječe na prihode i dobit. Zahvaljujući marketinškim procesima i aktivnostima kreiraju se proizvodi (usluge) dizajnirani prema potrebama i željama kupaca, te se informacije o njima plasiraju u javnost. Putovanje je sastavni dio života svakog čovjeka, bilo zbog zadovoljstva, posla, obiteljskih razloga, želje za učenjem, kulturoloških razloga. Noviji trend motivacije za putovanjem izvan mjesta... More prebivališta je upravo putovanje motivirano zdravljem koje se može jednostavnije označiti pojmom zdravstveni turizam. Zdravstvene ustanove su se zbog novih trendova morale prilagoditi i drugačijoj kategoriji pacijenata, takozvanim zdravstvenim turistima, koji osim zdravstvenih usluga potražuju još neke usluge poput prijevoza, turističkih ruta, prehrane, zabave. Uspješnije su one zdravstvene ustanove koje su prepoznale potrebe svojih klijenata (pacijenata) i primjenjuju noviji marketinški miks 7P koji osim proizvoda (usluge), cijene, promocije i distribucije (mjesta), također obuhvaća i procese, fizičke dokaze i ljude. Sva 3 novija elementa marketing miksa, analizom slučaja, pokazala su se iznimno važnima za uspjeh zdravstvene ustanove, njezin razvoj i opstanak na sve zahtjevnijem tržištu. Tržište zdravstvenih usluga je specifično jer odluka o odabiru načina liječenja i zdravstvene ustanove ima direktan utjecaj na zdravlje i dobrobit čovjeka, stoga je važno informacije o uslugama zdravstvene ustanove plasirati na jasan, transparenta, iskren i etičan način. Marketinške aktivnosti postaju sve važnije, kao i sastavni dio poslovanja svih zdravstvenih ustanova. Less
Abstract (english)
Marketing is the foundation of any business system, while the marketing function directly affects revenue and profit. Thanks to marketing processes and activities, client-oriented products (services) are designed and informations about them are placed for the public. Travel is an integral part of every person's life, whether for pleasure, work, family reasons, desire to learn, cultural reasons. A recent trend of motivation to travel outside the place of residence is ... More health-motivated travel, which can be more easily described as health tourism. Due to new trends, healthcare institutions had to adapt to a different category of patients, the so-called health tourists, who in addition to health services require other services such as transportation, tourist routes, food, entertainment. More successful are those healthcare institutions that have recognized the needs of their clients (patients) and apply the newer 7P marketing mix which, in addition to products (services), prices, promotions and distribution (places), also includes processes, physical evidence and people. All 3 newer elements of the marketing mix, based on this paper's case-study, proved to be extremely important for the success of the health institution, its development and survival in an increasingly demanding market. The healthcare market is specific because the decision to choose a treatment and healthcare institution has a direct impact on human health and well-being, so it is important to place information about healthcare services in a clear, transparent, honest and ethical way. Marketing activities are becoming increasingly important, as well as an integral part of the business of all healthcare institutions. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:294070
Study programmeTitle: Postgraduate Specialist Study Marketing Special areas
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/specijalistica marketinga posebnih područja (sveučilišni/a specijalist/specijalistica marketinga posebnih područja)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-05-13 07:11:38
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