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Abstract


Investigation for Marketing Components of Public and Private Hospital Mission Statements
Hospitals placed marketing components in mission statements in order to develop and implement marketing strategies. It helps hospitals place marketing components in their mission statements, gain an advantageous position against their competitors and carry out marketing activities more effectively. The aim of this study is to assess with content analysis of private and public hospitals operating in Turkey located in the marketing mix mission statement. In order to reduce the differences due to the capacity and size of the hospitals, the research sample was limited to public hospitals with more than 200 beds and private hospitals with more than 100 beds. Failure to achieve within the framework of specified limits and websites, group hospital to be and operating in Turkey for reasons of lack of mission statements of 242 public hospitals and 120 private hospitals have been reached through the web sites to a total of 362 hospital's mission statement. According to the results of this study, it is determined that there is no significant difference between the marketing components used by public and private hospitals in their mission statements. More than 90% of both public and private hospitals benefited from a maximum of three components in their mission statements.

Keywords
Mission, marketing, hospital, service mix, strategy.


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