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The thesis explores the significant structural changes in the German health care sector, emphasizing the increasing competition among hospitals and the necessity for strategic market alignment. It highlights the shift from traditional medical service providers to economic actors, driven by limited resources and legislative reforms. The demand for services is influenced not only by treatment quality but also by effective communication and public relations. The work discusses the tension between economic reasoning and ethical concerns in hospital management, advocating for the importance of communication strategies in adapting to a market-oriented environment.
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Communication Management in Hospitals, Robert Stolt
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- Année de publication
- 2009
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