Dr. Iyad A. A. Al Nsour
Resolving the determinants of marketing communication strategy in the Jordanian private hospitals and determining the impact of these determinants on the performance. This descriptive method is in this research. The questionnaire is tool of collecting the data from research population. The full survey method for all hospitals in Amman city is used. There is a variation in the effect of MC determinants on the performance .The organizational structure affects the four sub-variables: sales volume , positioning, entering new markets, and profit margins. The financial resources affect profits margins, while communicative tools affect entering the new markets only. The research sample consists of all types of private hospitals in Amman city , and the public and university hospitals are excluded. Private hospitals use public relations activities such as sponsorship programs and social occasions. These tools have not been effective in spreading the medical services and access to new markets and such hospitals don’t use the Internet and it is appliances.
[ FULL TEXT PDF 1-12] DOI: 10.30566/ijo-bs/2018.2104
