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Abstract
The case illustrates the application of marketing concepts, notions and practices to the non-profit sectors. It also helps students to understand the implication of marketing a new service. The basis of the the case is a medium sized, well established, non-profit hospital which attempts to market for the first time in the area, a comprehensive, physical examination for a fixed price. Promotion, pricing, competition and interorganisation conflicts are present.
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Abstract
The case illustrates the application of marketing concepts, notions and practices to the non-profit sectors. It also helps students to understand the implication of marketing a new service. The basis of the the case is a medium sized, well established, non-profit hospital which attempts to market for the first time in the area, a comprehensive, physical examination for a fixed price. Promotion, pricing, competition and interorganisation conflicts are present.
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