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Marketing of perinatal care centres
 Taberyová, Markéta ; Růžička, Michal (advisor) ; Šedivý, Marek (referee)
The main topic of the presented thesis is Marketing in Obstetrics. Principal goals were set as follows: To describe how does marketing works in an environment of maternity hospitals. What demands have their clients and what clients consider most important during childbirth and after a delivery. The theoretical part focuses on a development of care in maternity hospitals throughout history, legal aspects of this specific care and current trends in society that affect clients' demands. Additionally I depict the specific of marketing in Obstetrics and I present it in a perspective of the 4C mix with emphasis on a communication and a convenience. The empirical part unravels the subject from the point of view of health service providers as well as health service consumers. Data sources used to describe in detail marketing of five maternity hospitals were: interviews, information form internet sites and clients personal experience. Furthermore I led investigation using questionnaire filled by hospitals' clients and I preformed ten in-depth structured interviews, upon which I formulated basic ideas of what clients want and what are the basic shortcomings in obstetric health service. The result of my investigation brought up the fact, that fulfillment of clients' expectations is substantial. The choice of...
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