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Indian Journal of Marketing

ISSN: 0973-8703 Frequency: Monthly Peer Review: Double-blind Published since: 1968 Language: English
A publication of AMCPL
amcon.co.in
New Delhi, India
Indexed in: Scopus Q3 UGC-CARE Group II ABDC: C Google Scholar J-Gate NAAS NISCAIR Crossref

Original Article

Open Access Original Article

Hospital Advertising: Myth or Reality?

Soumik Gangopadhyay1Parimalendu Bandopadhyay2

1 Senior Lecturer, Durgapur Society of Management Science, Dr. Zakir Hussain Avenue, Hudco More, Bidhannagar, Durgapur, W.B, Pin – 713206

2 Assistant Professor, Department of Commerce, Raiganj University College, Raiganj, Uttardinajpur, West Bengal

Volume 42
Issue 6
Pages 47–52
Year 2012
Published: June 1, 2012
Abstract

Hospital in the Indian scenario was a free service provided by the government. People received the service consistently through the traditional system, except in a few cases. As the sector is getting priority among the Indian people due to versatile reasons, hence, the business opportunity of the sector is also flourishing day by day. Unlike traditional businesses, today's hospitals are promoted as a business centre, which is accepted by the Indian society. Care for a patient is getting top priority. Hence, advertisements of hospitals are also changing their direction. The article explains today's need of hospital advertisement and its modern forms.

Keywords Hospital Advertising "IAM" Advertising Effectiveness Traditional Advertising Commercialisation
How to Cite

Soumik Gangopadhyay, Parimalendu Bandopadhyay (2012). Hospital Advertising: Myth or Reality?. Indian Journal of Marketing, 42(6), 47–52.

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