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Intern Marknadsföring - Kommunicera Mera, Kommunicera med Flera: Inom den Svenska Sjukvården
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
2013 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Internal Marketing - Communicate More, Communicate with More : Within the Swedish Healthcare (English)
Abstract [en]

The aim with the study is to find key factors relating to internal marketing and to improve the process between the operating organization and its customers. A qualitative study is carried out within an organization active in the Swedish healthcare. The qualitative approach is carried out by collecting empirical data through observations, personal interviews and group interviews.

The Physiotherapy Clinic at the Karolinska University Hospital is in the focus of the empirical study. The study locates existing differences in perceptions and comes up with recommendations for actions to improve the process of organisations within the Swedish healthcare and their customers. The study's results are that internal marketing can bring a lot to service-selling organizations and that the organizations internal conditions are as important as the external ones.

Communication appears to be a key factor for an organization that has applied internal marketing. For enabling the most optimal position, the organization requires a consistency between the internal, external, and interactive marketing functions.

Place, publisher, year, edition, pages
2013. , 100 p.
Keyword [en]
Internal Marketing, Marketing for Healthcare Organizations, Qualitative study
Keyword [sv]
Intern marknadsföring, Marknadsföring inom vården, Kvalitativ undersökning
National Category
Business Administration
URN: urn:nbn:se:kau:diva-29164Local ID: FE:11OAI: diva2:650661
Subject / course
Industrial Engineering and Management, Master of Science
Educational program
Master Programme in Business Administration
Available from: 2013-09-30 Created: 2013-09-23 Last updated: 2013-09-30Bibliographically approved

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Intern Marknadsföring - Kommunicera Mera, Kommunicera med Flera(992 kB)383 downloads
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