The article investigates if, and in affirmative case how, Italian hospitals are managing corporate brand communication. Thanks to results of qualitative research, this article offers insights on Italian hospital branding. The pilot study based in the case method is to be considered a starting point for wider investigations on this topic, and it is useful for managers and practitioners who want to understand the role of corporate brand in hospital communication management and to connect health care professionals with the audience in a meaningful way in those countries in which the health care system is a mix of both public and private institutions
This paper explores the role of marketing in creating valuable hospital brands by increasing patient...
Medical centers need branding approach to improve their position in patients’ minds. This study was...
Brand extension is one of the many marketing strategies undertaken by various organizations, to gain...
The article investigates if, and in affirmative case how, Italian hospitals are managing corporate b...
Purpose – Corporate brand communication is a lever to support reputation and ultimately competition ...
Public hospitals are a very interesting context to study implementation as well results of marketing...
Public hospitals are a very interesting context to study implementation as well results of marketing...
none5siPurpose – The purpose of this paper is to investigate how healthcare professionals understand...
With reference to the current situation of national public hospitals, the article presents the possi...
Religion is considered a cornerstone of business ethics, yet the values held dear by a religion, whe...
Brand as an evolving concept can be applied to different fields, as the museum sector. Literature co...
The lack of highly educated medical personnel is increasing in small municipalities which therefore ...
Purpose To investigate how healthcare professionals understand a new organisational brand and examin...
Applying branding models by health sectors of other countries, leads to delivering quality products ...
Background & Objectives: One of the most valuable assets of any organization is its brand because it...
This paper explores the role of marketing in creating valuable hospital brands by increasing patient...
Medical centers need branding approach to improve their position in patients’ minds. This study was...
Brand extension is one of the many marketing strategies undertaken by various organizations, to gain...
The article investigates if, and in affirmative case how, Italian hospitals are managing corporate b...
Purpose – Corporate brand communication is a lever to support reputation and ultimately competition ...
Public hospitals are a very interesting context to study implementation as well results of marketing...
Public hospitals are a very interesting context to study implementation as well results of marketing...
none5siPurpose – The purpose of this paper is to investigate how healthcare professionals understand...
With reference to the current situation of national public hospitals, the article presents the possi...
Religion is considered a cornerstone of business ethics, yet the values held dear by a religion, whe...
Brand as an evolving concept can be applied to different fields, as the museum sector. Literature co...
The lack of highly educated medical personnel is increasing in small municipalities which therefore ...
Purpose To investigate how healthcare professionals understand a new organisational brand and examin...
Applying branding models by health sectors of other countries, leads to delivering quality products ...
Background & Objectives: One of the most valuable assets of any organization is its brand because it...
This paper explores the role of marketing in creating valuable hospital brands by increasing patient...
Medical centers need branding approach to improve their position in patients’ minds. This study was...
Brand extension is one of the many marketing strategies undertaken by various organizations, to gain...